Choose Wisely

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 Effect - 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.

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.