New communication platform “Choose Wisely” created by independent creative agency THELMA invites Smartbox customers to think carefully before purchasing, knowing that just one Smartbox experience can change someone’s lifestyle forever
The global experience gift market is growing at an annual rate of 6.4%, driven by a rising preference for experiential purchases over physical goods and the increasing use of mobile and online platforms to buy and share these experiences¹.
As the Christmas gifting season begins, European gift-experience leader Smartbox has launched a pan-European, multichannel campaign drawing inspiration from the scientific concept of The Butterfly Effect² – where small, seemingly insignificant actions can lead to much larger outcomes – and the Smartbox proposition that one single experience can spark a huge life-changing transformation.
Anchoring the campaign is the new communication platform “Choose Wisely”, which reframes Smartbox’s brand direction with a fresh narrative: selecting the right curated gift experience isn’t just about giving something enjoyable, it’s about offering an experience that could shape new possibilities, and even change the recipient’s life forever.
Created by independent creative production agency THELMA, the campaign features three humorous TV spots illustrating recipients so profoundly moved by their Smartbox experiences that they become full blown obsessions. Symptoms may include speaking fluent karting, renaming the dog ‘Pinot Noir,’ or installing climbing gear in the living room!
Directed by Julien & Quentin, through HAMLET, the three spots introduce a man who has stepped into the life of a professional race driver and now lives as though he’s permanently on a Grand Prix circuit. We meet another whose wellness experience left him so blissfully zen that he now moves through the world in a perpetual cloud of spa steam, even on his morning trip to the bakery. Finally, a climber was so inspired by her climbing adventure that she no longer uses the floor at home, instead scaling the walls with full harness and safety gear.
Charles Tsakyrellis, Smartbox CMO said: “Smartbox has always stood for the gift of living rather than the gift of owning. ‘Choose Wisely’ is both a promise and a friendly warning: the right experience can change everything. Our first obsession is quality. From the partners we select to the experiences we curate, every box has the potential to spark joy, connection, and even new passions. That’s what we see in the millions of adventures lived with Smartbox every year. Working again with Julien & Quentin, who already directed Smartbox’s first pan-European campaign three years ago, is a real joy. I’m consistently blown away by their creativity and the quality of their craft, supported by a production that remains in full command of their art. With this campaign, THELMA has perfectly captured the ‘irreverently fun’ tone that is now one of the key pillars of our new brand voice and a guiding principle for all our advertising.”
Robin Garabedian, CEO & ECD, THELMA added: “In a frenzied world where some brands chase fast-paced output and celebrate speed over substance, it’s a rare and valuable opportunity to work with a brand willing to step off the beaten path and explore new creative grounds. Thanks to Charles Tsakyrellis, the Smartbox “Choose Wisely” campaign stands as both a refreshing and necessary strategic pivot, a celebration of time, of human connection, and of the moments that truly transform us. It elevates the brand far beyond a simple product demo, reframing Smartbox as a catalyst for life-changing experiences. With a playful wink, the campaign reminds consumers to “choose wisely,” a message that speaks to the choices we all make in life.”
Supporting the TV campaign are a series of OOH, DOOH and social images which capture these moments in a street photography style. The campaign will run in France, Italy, Belgium, Spain, Denmark, Portugal and Switzerland.
¹ https://www.researchandmarkets.com/reports/6055918/experience-gift-market-outlook-and-forecast
² https://science.howstuffworks.com/math-concepts/butterfly-effect.htm
Source: THELMA
