Shutterfly's meaningful exchanges

Personalised photography brand Shutterfly has launched a new holiday campaign that encourages people to ignore the tired, old gift-giving tropes and embrace personal connection in their Christmas cards and gifts. 

The two-spot Make Something That Means Something campaign emphasises the emotional value of personalised gifts and cards and pushes Shutterfly as the go-to destination for heartfelt holiday exchanges.

Created by Quality Experience [QX] and directed by Noam Murro through Biscuit Filmworks, the two spots feature a cavalcade of 'meaningless stuff' – for which QX and Shutterfly launched a parody digital e-commerce brand called Meaningless Stuff – which includes stereotypically uninspired gifts which draws attention to the sheer volume of thoughtless gifts exchanged during the holidays. 

“There’s such bigness to the insight of this campaign,” says Ari Weiss, Creative Chairman at QX. “So much meaningless stuff gets passed around, especially during the holidays. But the power of a favourite image to personalise an object makes for more powerful, connected giving. Often, these small things are the most meaningful.”