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Etsy has launched its 2024 Christmas campaign in which it shares the story of an iconic global character who is often spotted but rarely truly seen: Waldo, of the classic 'Where's Waldo?' series.

In the ad, which was created by Orchard, Waldo travels the world, being spotted everywhere he goes. But only when he returns home and receives a perfectly personalised Etsy gift from his best friend, does he finally feel 'seen'. Built on the cultural insight around people’s core desire to feel seen, the creative strategy behind this full-funnel campaign taps into the emotional magic of gifting on Etsy, and the feeling of receiving a gift that truly says, "I get you.”

‘Waldo’ is part of a 360 campaign that taps into the 'emotional magic of gifting on Etsy'. The campaign also showcases a heartwarming real-life Etsy seller interaction that highlights the role Etsy sellers play in creating holiday memories and traditions buyers cherish for years to come. An accompanying out-of-home campaign captures the moment of human connection when you give someone something truly special, featuring original gifts from Etsy sellers.

“We wanted to create a campaign that captures the emotional magic of meaningful gift-giving – how Etsy sellers create gifts that make people feel truly seen and understood," says Brad Minor, chief brand officer at Etsy. "Waldo is such an iconic character, someone who’s always being spotted in a crowd but never truly known. That insight sparked the creative idea to flip the narrative – what if this holiday, Waldo finally felt seen for the first time? Our holiday campaign highlights how Etsy sellers aren’t just making products, they’re creating moments of connection. Whether it’s Waldo feeling recognised or stories inspired by real sellers, our creative shows how thoughtful, original gifts can make people feel celebrated by those who know them best.”

Christine Taffe, creative director at Orchard Creative, comments, “We, along with our director Tom Speers, wanted to step into Waldo’s life and share his experience. To see Waldo’s world not from the book’s bird’s-eye view, but Waldo’s view. That meant we spent most of our storytelling focused on how interactions with Waldo happen and feel, showing how his days are peppered by people excitedly finding him around the world. All eyes are on him but no one ever stops to ask how he is, or who he is. Which again, makes the Etsy gift he gets from his friend Wenda, someone who really knows him, feel like home.”

The campaign launches on 1st November in the US and the UK. It will run on national TV, streaming/OTT/VOD (such as Netflix, Hulu, Prime), digital video, and social video such as YT (all markets) and Meta. Out of home ads will appear in NYC and Washington DC in the US and London, Birmingham and Manchester in the UK.

Heather Larimer, group creative director at the agency, says, “In showing how gifts can make people feel seen, we thought it would be interesting to use a flat character that everyone thinks they know, but then turn him into a real person that a great friend truly understands and values. It was so fun to use a beloved character in a totally new way. To make him a real person, with full emotions and a vivid presence.”