Anthropologie Holiday Campaign Activation
#SparklingJoy

Rockefeller Center, New York City

In celebration of Anthropologie’s Sparkling Joy Holiday campaign, the brand brought back its much-loved Rockefeller Center Tree Lighting event.

The evening invited creators and guests to experience the holiday season in true Anthropologie fashion—complete with a life-size advent calendar gifting activation, festive cocktails, personalized treats, and a live performance featuring Broadway actors.

Against the glow of the Rockefeller Center tree, the event captured the joy and theatricality of the holidays through design, experience, and storytelling.

Reimagine Anthropologie’s annual holiday tradition by creating a larger-than-life experience that celebrated craftsmanship, creativity, and community. The event aimed to strengthen brand affinity, generate social buzz, and spotlight Anthropologie’s holiday apparel and gifting collections through immersive storytelling and live entertainment.

With many brands activating around the holiday season, the challenge was to create an experience that felt truly elevated - one that honored the brand’s design DNA while re-engaging both creators and audiences who remembered the prior year’s beloved Tree Lighting celebration.

Transform Rockefeller Center into a Sparkling Joy experience that blended classic holiday nostalgia with modern creative expression.
The campaign centered around three key pillars:

Celebrate with Wonder: Surprise and delight attendees with theatrical, multi-sensory experiences that embodied the spirit of the season.

Engage Through Storytelling: Use the advent calendar activation to highlight Anthropologie’s giftable products and brand artistry.

Create a Shared Moment: Encourage creators to share their experiences in real-time, amplifying reach and emotion through authentic content.

Captured and shared behind-the-scenes and event content across Instagram, TikTok, and Stories to extend the Sparkling Joy narrative beyond the event.

Produced photography and video assets to support paid and organic holiday campaigns across channels.

Partnered with the e-commerce and email teams to integrate event visuals into gifting and holiday storytelling content.

Engaged top-tier influencers and media partners to attend and share the experience through personal storytelling and live content.

The advent calendar activation generated high engagement and discoverability through unboxing-style social moments.

Extended event visibility through influencer collaborations and Broadway performer features, reinforcing the campaign’s theatrical energy.

Spectacle and Celebration: Capture the theatrical magic of the event through lighting, performance, and design.

Gift of Experience: Connect physical gifting with emotional storytelling and community connection.

Authentic Joy: Showcase how Anthropologie inspires creativity, warmth, and self-expression through the holiday season.

High engagement across influencer and brand channels following the Rockefeller event.

27% increase earned reach through user-generated content and social sharing of the live Broadway performance.

Strengthened brand affinity through the successful return of a beloved holiday tradition, now elevated through immersive brand storytelling.

Abigail Lewis Photo

The Sparkling Joy Holiday Campaign marked the return of one of Anthropologie’s most cherished experiences, transforming the Rockefeller Center Tree Lighting into an unforgettable celebration of creativity, connection, and performance.

With its blend of design, storytelling, and spectacle, the campaign reignited the brand’s holiday magic—reminding audiences everywhere that joy, like style, shines brightest when shared.

#SparklingJoy Lo-Fi Content Creation