Etsy

Etsy’s holiday campaign, created in collaboration with Orchard Creative, features the beloved Waldo from the “Where’s Waldo” series in a heartwarming narrative. The ad shows Waldo navigating busy crowds where he’s always recognized but never truly seen on a personal level. This changes when a friend gifts him a handmade item from an Etsy seller, making him feel genuinely understood and valued.

The campaign’s concept was inspired by Waldo’s universal recognition and how it contrasts with a lack of deep connection. As Etsy’s Chief Brand Officer Brad Minor explains, “Waldo is someone who’s always being spotted but never really known.” This unique approach flips the familiar narrative, showcasing how thoughtful, personalized gifts from Etsy can create meaningful connections, especially during the holiday season.

In addition to Waldo’s story, the campaign highlights real Etsy creators, like Alexis Anne Grant, who crafts ornaments with emotional significance, and collaborations with celebrities such as Drew Barrymore and Naomi Osaka, who share their favorite Etsy finds. The message emphasizes the value of thoughtful, one-of-a-kind gifts that resonate deeply with recipients.