To raise awareness about our agency with a Christmas communication campaign that would wish the season’s greetings to our clients.

Many advertising agencies design Christmas campaigns to wish their clients a happy holiday. We also wanted to say Merry Christmas to our clients, but we didn’t want it to be clichéd – we needed to innovate, to do something unique and surprising. So we combined two of the agency’s main pillars: creativity and data.

Starting with this combination, we thought about the Christmas data we could use to build the campaign. Amazon toy sales, the number of people who won’t be able to eat all the grapes, the odds that the same person will always get the broad bean in the Christmas cake? Searches on Google Trends!

By studying the graphs of search results related to Christmas, we found that they looked like sheet music. What if we created music with them?
And so the Christmas Data Songs were born; a new Christmas carol concept that showed how our behaviours, tastes and trends have changed over recent festive seasons.

“We Wish You A Merry Crisis”; “Let It Go. Seriously, Let It Go”; “Hipster Bells” and “New Year’s Re-Re-Resolution Song” were the titles chosen, each of which represented the results from five keyword searches related to the theme of each song.

These 4 experimental electronic music carols were available to listen to on christmasdatasongs.com, the website where we made the project public. We also launched them in a physical format: a cassette-style memory stick that we shared with our clients.