Chilly's: Gift Responsibly, 4

The only thing worse than too little thought at Christmas is too much. Uncommon and Chilly’s launch first campaign ‘Gift Responsibly’, which positions Chilly’s as the opposite of thoughtless gifting this Christmas. Chilly’s was founded in 2010 by James Butterfield and Tim Bouscarle, with the aim of providing people with the ability to always have cold water on-the-go, without having to buy single-use plastic water bottles. The result was the Chilly’s Bottle. A modern and stylish product designed to combine the convenience of a plastic water bottle, with the high performance technology and eco-friendly benefits of a traditional flask. The business was recently named No.1 on The Sunday Times Fast Track 100 list. ‘Gift Responsibly’ is Uncommon’s first work out of the partnership, which focuses on increasing Chilly’s presence this Christmas at the top of gifting wish lists. Whether you’re shopping for your boyfriend or your boss, everyone is desperately trying to avoid gifts that feel generic. Thoughtlessness is the ultimate gifting sin. Chilly’s mission reflects a world where people give gifts that are good for the planet and picked with thought… like a personalised Chilly’s bottle. The print executions capture an offbeat tone this Christmas, presenting the pressure and lengths we will go to, to give the ultimate personalised gift. The striking block colour design with peculiar and amusing copy tells the tales from some of the most extravagant overthought gifts; from a cake made out of someone’s breast milk to an ASMR mixtape of someone’s overheard crying in the toilet – the work cleverly exaggerates that gifting with meaning can be simpler.