We were briefed to create an image campaign for Christmas with good energy and uplifting mood, in a way that speaks directly to GenZ and everyone who, when they think about holidays, think about the pressure of behaving a certain way, of pretending “we are all a happy family together”.

GenZers need a stress-free space for the holidays, without “perfect” ads of happy families happily waiting for Santa. They find this depressing. Many of them have their “chosen family” with whom they spend more time than their actual family.
This is the thought behind the “Unwrap Real - perfectly imperfect” campaign, where the Nepi mall is a refreshingly real holiday host. It’s the place that breaks from tradition and “perfect” holiday expectations, inviting people to come as they are, and embrace the messy chaos.

No matter what their holiday season looked like, we encouraged GenZers and everyone else to keep the traditions or throw them out. Forget about social pressure and holiday norms.

Wear the ugly sweater or the poshest outfit if they feel like it.
Show their true self, keep it real and live the holidays their way, because there’s no right or wrong way to do it.