Paradoxically, the calmest time of the year is often one of the fastest. We wait for it all year, yet once it finally arrives, it’s over in a heartbeat. We’re talking about Christmas, of course. The most memorable holidays are those spent doing what truly matters: being together enjoying moments with our closest people and collecting warm memories. And where do genuine and effortless holidays begin? At Maxima – a brand that values our time and makes sure everything needed for Christmas is right at hand.
The campaign’s hero piece was a TV commercial that follows a family through sincere and jolly moments, capturing the essence of the season. From preparing for Christmas Eve to enjoying winter pleasures or decorating the home, the story unfolds in a calm, unhurried rhythm that reflects a more mindful visual language. To add emotion and depth, the film features the beloved Estonian song “Suudlus läbi jäätunud klaasi” by Ruja.
The emotional Christmas feeling didn’t live only in the film – it extended across the entire campaign, from outdoor media to the festive atmosphere in Maxima stores.
