Not On the High Street

With 8 in 10 Brits reporting they had received a “bad gift” at Christmas and millions of unwanted presents ending up in landfill, Not On The High Street (NOTHS) set out to promote more thoughtful gifting habits. Through a sustainable Christmas advertising campaign, the brand encouraged consumers to choose meaningful gifts from independent businesses rather than mass-produced alternatives.

The sustainable Christmas advertising campaign launched with three bespoke OOH installations across London and Manchester. “Don’t Gift Landfill” highlighted the scale of festive waste by showcasing unwanted gifts destined for landfill, while “Don’t Gift Big Biz” encouraged consumers to support independent businesses over major retailers. Completing the trio, “Don’t Gift Boring” drew attention to some of the UK’s most unwanted Christmas presents, bringing the campaign’s message to life through impactful experiential executions.

The campaign was then extended through a national DOOH plan spanning large-format digital screens, D48s and D6s across shopping centres, roadside, rail, Underground and motorway environments. Powered by Talon’s Atlas platform, the activity targeted gifting-conscious audiences throughout the peak festive shopping period, helping NOTHS drive awareness and consideration at scale.

As a result of the campaign, NOTHS saw a 20% increase in new customers, achieved a 25% uplift, and 67% of consumers claimed they were more likely to buy after seeing the OOH campaign. These results demonstrated the effectiveness of combining impactful creative with a sustainable Christmas advertising strategy that resonated with consumers during the festive season.

Find out more: The DON’T GIFT campaign’s innovative 3D OOH installations were featured by Marketing Beat.