Christmas is a strong emotive trigger. Whether it's childhood memories, family moments, food and flavours or the smiles of little ones: all these things stimulate feelings. Nostalgia, joy, warmth perhaps even sadness at innocence lost - there's a rich contextual tapestry to unravel. We tapped into the well to promote all products winter Waitrose.

















The woolly jumper exudes cosiness, comfort and warmth - with a line to echo the sentiment. We kept the knitted theme for various icons throughout the piece. Finally, we created gift idea sections – harnessing the psycho-mechanics of reflection, excitement and anticipation we feel when buying gifts for people.