Shutterfly Finds the Good in 2020 for the Holiday Season

New campaign by Argonaut doesn't ignore the pandemic, but gives it an optimistic spin

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Consumers are starting to see how brands tackle the pandemic in their holiday advertising. Eight months since Covid-19’s onset, more direct (and sometimes dire) messages started shifting to work that acknowledges the challenges the world faces, but with slightly softer touches. The holidays are a litmus test, and some brands are setting the tone for ads that address the issue while maintaining a hopeful note.

For its part, photo service Shutterfly saw an opportunity to take the pandemic head-on while reminding people that there is plenty of good to share even in tough moments.



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