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GHITIS CLAUS+ is GHITIS' first-ever Christmas campaign, representing a key strategic move to innovate within the seasonal market. This project was designed to introduce a fresh, original interpretation of holiday themes while staying true to the brand's urban-elegant identity.
The Challenge
The primary objective was to successfully launch GHITIS's inaugural Christmas campaign while maintaining the brand's established urban-elegant aesthetic. This required creatively blending the holiday theme with the brand’s non-traditional identity, avoiding clichés to produce a campaign that was both festive and fashion-forward.
Job Role
Creative Director & Founder.
Creative Strategy & Solution
Our strategy for the inaugural Christmas campaign, "GHITIS CLAUS+," was driven by a single insight: How can we make Santa Claus cool?
The core creative solution was to literally reimagine and modernize Santa Claus to align with GHITIS’s urban-elegant aesthetic. The campaign was centered on giving Santa a complete style overhaul, presenting him to the public in a fresh, unexpected look. This approach successfully integrated the traditional holiday theme with the brand's fashion-forward identity, positioning GHITIS as the definitive choice for spending Christmas in style.
This approach successfully generated significant buzz, addressed the brand's absence by giving fans something exciting to focus on, and instantly re-established GHITIS's relevance.
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