F*ck Christmas
Having worked in retail and hospitality during the Christmas season, I’m all too aware of the realities many face during the holidays—it’s not always a season of cheer and joy. Inspired by this, I decided to flip the traditional festive narrative on its head for my physical store's Christmas campaign. Instead of the usual over-the-top holiday cheer that high street retailers relentlessly push, I wanted to create something bold, humorous, and thought-provoking. And so, “Fuck Christmas” was born.
The design drew inspiration from early 20th-century Christmas cards, featuring a custom typeface that mimicked traditional festive charm with a rebellious twist. Working with local vinyl printers, I produced 1.5-metre decals emblazoned with the message and prominently displayed them in our shop windows. To complement the in-store statement, I launched a social media campaign to tie it all together.
Initially, the campaign didn’t spark as much conversation as I’d hoped—that is, until the outrage began. Angry passers-by, including elderly women clutching pearls and crying “Think of the children!” quickly drew attention. Soon, the local council and even the police got involved. While the majority of people either loved it or didn’t care, the vocal minority sharpened their pitchforks.
To calm things down without abandoning the spirit of the campaign, I created two large “Censored” stickers to cover the offending “uc.” The police, after a quick chuckle, were placated, remarking that it was “no worse than what kids see online or in magazines.”
I documented this escalating saga on social media, sharing every twist and turn with our 100,000 followers. That’s when the campaign truly exploded. The public outrage drew massive engagement, with some coming to our defence and others accusing us of going too far. It was exactly the spark I’d been hoping for, turning a local controversy into a viral moment.
To build on the momentum, I launched a free pin badge giveaway as a follow-up. It was a strategy I’d used before: offering a small, free gift to generate goodwill and website traffic while driving additional revenue through upselling. The pin became a badge of honour for many in the service industry, a cheeky nod to the less-than-joyful realities of the holidays.
The following year, I evolved the campaign with limited-edition “Fuck Christmas” tree baubles, which sold out immediately. I also adapted the design into my annual Christmas cards, personally handwritten and sent as a thank-you to our top 100 customers of the year.
This campaign wasn’t for everyone, but it perfectly encapsulated my bold approach to marketing. By taking a risk, I generated mass engagement, drew attention to the store, and created a community moment that resonated deeply with those who often feel overlooked during the holidays.
