How Not on the High Street increased Christmas sales by 6% (vs. a category average of -2.1%) by encouraging people to "Don't Gift"

Client: Not on the High Street

Not On The High Street is not the same as any other retailer - they stand against bland, rail against boring and never give in to giving the same.

To combat the wastage annually witnessed around Christmas, they launched a campaign made up of a series of ‘acts’ not ads to create a media plan that was “not the same” as the Christmas competition. To demonstrate the enormity of the issue, we created three impressive 3D special builds – ‘Don’t Gift Landfill’, ‘Don’t Gift Big Biz’ and ‘Don’t Gift Boring’, as well as a Mrs Hinch Collection Collaboration and a Don’t Gift guide launched in the Metro.