(12/2/19 – Syracuse, N.Y.) When the ABC team dreamed up our first holiday video card to clients in 2014, we had no idea we’d establish a tradition that continues later this month.
Most agencies send a physical gift to their clients as a token of appreciation – we do that too. But, we also know our clients expect more from a creative-first agency. Thus, the holiday video card was born.
The origin of our annual holiday-themed fever dream can actually be traced all the way back to 2013, when we sent an actual Christmas card to our clients complete with family photo …
The following year, we made the switch from print to test the talents of our in-house video team. We naturally applied idea-based marketing philosophy to the task at hand.
As per a typical concept development meeting for any project, we came up with a lot of ideas. The tale of a real-life Elf on the Shelf stuck. The video featured the entire staff and we hired an actor to play the actual elf. "Elf on the Shelf" was a hit, racking up thousands of views (well beyond our Christmas card list of a few hundred). So, the video tradition continued with “Elf on the Shelf” follow-up “Secret Santa" in 2015.
The plots, shots and props gradually grew more complex. Annual concept development meetings that take place in October became more intense with each passing year as we strived to raise the bar.
We turned to our marketing expertise for the 2016 edition and tackled a “Santa Rebrand." That one actually got picked up by the CW network as part of a "Greatest Holiday Video Countdown" special that aired nationally. The creative that went into our pitch to Saint Nick produced tangible results, including a 60-second spot and artwork that was applied to purchase-able swag.
In 2017, the ABC team got snowed in in front of a live studio audience and serenaded by Owner and Creative Director Travis Bort. He, along with Senior Art Director Mike Haines, also fueled our tribute to Comedy Central’s “Drunk History," our reimagining of “A Christmas Carol” last year. With "Drunk Christmas," we broke the 10,000-view mark for the first time.
Several of our videos have been included on the prestigious Adweek annual roundup of agency cards and we couldn’t be prouder. Where will this year’s video take us? Find out (and enjoy!) Thursday, Dec. 19.
In the meantime, check out the collection:
Elf on the Shelf (2014)
Secret Santa (2015)
Santa Rebrand (2016)
The ABC Holiday Special (2017)
Drunk Christmas (2018)