MACY’S GIFT GUIDE HOLIDAY CAMPAIGN
For Macy’s Holiday 2024 campaign, we introduced the world to the Macy’s Gift Guide. A warm, relatable embodiment of a holiday gift guide. A character designed to bring ease, expertise, and excitement back to holiday shopping, played by the one and only Alison Brie.
Since the character’s debut in 2024, Brie has returned to the role for several additional campaigns throughout 2025. Continuing to help Macy’s shoppers find the perfect gifts.
MEET THE GIFT GUIDE :30
You’ve read a gift guide, but have you ever met one?
AM I STILL DREAMING? :30
Missing Black Friday? Not on the Gift Guide’s watch.
GIFTS CAN TALK :30
Turns out, the Gift Guide is actually fluent in Gift.
SOMETHING’S HAPPENING :30
We’re not really sure what’s happening, but we’re fairly certain it’s gift-related.
MACY’S PARADE OPENER :30
We leveraged an iconic holiday tradition, The Macy’s Thanksgiving Day Parade, to generate excitement and position Macy’s as the definitive source for gifting.
I LOVE LOVE :30
Gifting is definitely the Gift Guide’s love language, so we finished off the campaign with lovely little a Valentine’s Day spot.
HOLIDAY PROMOS
In addition to four holiday spots, one parade opener, and a Valentine’s Day spot, Mono was also tasked with bringing dozens of promotional messages to life. Designed to be ran in conjunction with the Gift Guide spots, these hardworking pieces highlighted Macy’s numerous seasonal deals while maintaining the look and feel of our Gift Guide world.
ICONIC WINDOW DISPLAYS
Macy’s is known for its iconic holiday window displays and this season was no different, with the Gift Guide taking center stage across the Herald Square store.
SHOWING UP ON SOCIAL
The Gift Guide showed up across Macy’s social platforms throughout the holiday season and the consensus was clear: Alison Brie as the Gift Guide is inspired. Fans loved her character. From her effortless charm to her quick wit to her iconic costume.
CAMPAIGN GUIDELINES
Making sure Macy’s showed up seamlessly across touch points was key. So, we created brand guidelines that ensured the distinctive Gift Guide look came through clearly in-store, online, and of course, in their actual holiday gift guide.
Through this larger-than-life holiday campaign, Mono helped Macy’s reestablish itself in a highly competitive and saturated retail landscape. The Gift Guide captured attention, inspired thoughtful gifting, and reinforced Macy’s authority as the ultimate holiday shopping destination.
CREATIVE TEAM
Olivia Boone . Maggie Williams
Steve Carlson . Shannon Murphy
Tim Blevins . Katie Riddle
AGENCY
MONO
CREATIVE PARTNER(S)
Stacy Wall . Director
Imperial Woodpecker . Production
CARTEL . Post Production