Etsy brings ‘Where’s Waldo?’ to life in heartfelt Christmas campaign via Orchard Creative USA
In the lead-up to Christmas, Campaign Brief is shining a spotlight on the season’s most anticipated campaigns from around the globe. As these campaigns roll out, we’ll be rounding up the highlights to keep you in the loop.
Etsy has launched its new Christmas campaign, which offers a fresh, emotional take on gift-giving, starring none other than Wally from Where’s Wally/Where’s Waldo? Created with Orchard Creative, the campaign reimagines the iconic character as someone who, though recognised everywhere he goes, often feels overlooked.
Etsy’s 2024 campaign uses Wally’s story to convey a message about connection and the power of meaningful, personalised gifts.
Orchard Creative’s Heather Larimer explained that the idea of transforming Wally—a character everyone recognises but nobody truly knows—was central to the campaign’s concept. By exploring the depth of Wally’s character, Etsy invites audiences to think about how their own gifts can reflect an understanding of what makes each person unique.
Etsy’s campaign is not just visually engaging but also resonates emotionally, drawing viewers into a nostalgic yet fresh take on the beloved character. With the theme “Who’s Wally?” it challenges audiences to consider the connections that truly matter this holiday season and offers Etsy’s marketplace as the place to find gifts that go beyond the surface. This campaign artfully combines creativity with sentiment, showcasing the brand’s commitment to fostering genuine human connection through gifting.
Creative Agency: Orchard Creative USA
Chief Creative Officer: David Kolbusz
Creative Director: Heather Larimer
Art Director: Dohyun Lee
Copywriter: Christine Taffe
Chief Strategy Officer Laura Janness
Founder Laura Janness
Chief Executive Officer Barney Robinson
Founder Barney Robinson
Head of Strategy Sarah Garman
Head of Production Jenn Pennington
Executive Producer Jenifer Ruske
Account Director Brooke Tudeen
Production Company: Smuggler
Director: Tom Speers
DoP: Monika Lenczevska
Founder Patrick Milling-Smith
Founder Brian Carmody
Managing Director Sue Yeon Ahn
Executive Producer Drew Santarsiero
Head of Production Alex Hughes
Line Producer Alex Hughes
Production Service Unit + Sofa
Producer Tereza Kalová
Production Manager Kristýna Klozarová
Coordinator Marije Špičáková
Coordinator Eleonora Budková
1st AD Frantisek Frankie Rezek
Production Designer Henry Boraros
Wardrobe Dagmar Stefflova
Hair and Makeup Jana Dopitova
Post Production / VFX Significant Others
Managing Director Justin Brukman
Executive Producer Alyssa St. Vincent
Head of Production Alexandra Leal
Executive Creative Director Dirk Greene
Graphic Designer Phil Brooks
Flame Artist Nico Johnson
Producer Kyla Amols
Post Production / VFX BaconX
VFX Supervisor Jonas Drehn
VFX Supervisor Jan Tvilling
Executive Producer Lars Wagner
VFX Producer Daniella Strand
Compositing Lead Oliver Buus
Compositing Kai Hauswirth
Compositing Thomas Banner
Compositing Jacob Carlsson
Compositing Lonni Wong
Compositing Cristian Predut
CG Lead David Ryberg Lessel
CG Artist Arthur Dalvig
CG Artist Julia Forsman
CG Artist Niels Träff
CG Artist Marie Alsing
Colourist Sam Gilling
Conform Søren Knudsen
Matchmove QL Beans
Cleanup Artist Lukas Remis
Editorial Rock Paper Scissors
Editor Paul Zucker
Edit Assistant Alex H. Liu
Edit Assistant Ashley Tantillo
Managing Director Eve Kornblum
Head of Production Cynthia Laplaige
Executive Producer Justin Kumpata
Producer Whit Johnson
Music / Sound Barking Owl
Managing Director Carol Dunn
Executive Producer Ashley Benton
Producer Jenna Pangilinan
Sound Designer Mikayla Petersen
Sound Mix Mikayla Petersen
Sound Mix Henry Gilchrist