Typo gets serious about the silly season in new campaign via Hellions and Archie and Fox

Typo, part of Cotton On Group, has launched its new Christmas campaign, promising shoppers it’s taking silly season more seriously than anyone.

The campaign will be rolled out across Typo stores globally, spanning in-store, merchandising, social and digital, and was delivered between Hellions on concept, Archie and Fox on content, and Typo’s in-house team.

Says Scott Druce, General Manager at Typo: “Christmas is one of Typo’s favourite times of year. It’s when customers around the world come to us for festive inspiration that’s anything but ordinary. We were thrilled to bring to life a campaign that truly celebrates the season — and captures the fun, creative spirit at the heart of our brand.

“The new campaign marks a real momentum shift in our brand transformation, along with the launch of our standalone website, Typo.com.”

Dan Sparkes, Creative Partner at Hellions, says the brand’s promise of being where contradictions collide gave the agency a solid foundation to create impactful work coming into the critical holiday retail season: “When we started talking with Typo, it was clear the brand approaches Christmas with the intensity of a Fortune 500 and the spirit of a Saturday market. There are serious meetings happening about glitter-covered reindeer mugs, dancing Santa pens, saucy ornaments and whether the candy-cane-eating highland cow should be heroed over the baby seal in a Santa hat.

“That’s what we loved: the beautiful absurdity of treating the silliest season with dead serious dedication. It marks a festive first step towards cementing Typo’s Christmas offering as a Christmas tradition in and of itself.”

The campaign will go live across all channels on October 28 and will continue to roll out in the lead up to Christmas.

Client: Typo
Concept: Hellions
Content: Archie and Fox