Personalised book publisher Wonderbly is celebrating the joy of meaningful gift-giving this Christmas with the launch of its new out-of-home (OOH) campaign, Everyone’s Got Favourites. Rolling out from October 20th, the campaign champions the delight of giving a gift so personal, it could only be meant for your favourite people.
Featuring across the entire London Underground network, the campaign makes a bold play for commuter attention with a total of 8,150 ad placements, delivering an estimated 183 million impressions. Running across a mix of high-impact and high-frequency formats – from tube car panels and lift and escalator panels to the unmissable cross-track 16-sheets – the creative will dominate the daily journey for millions of Londoners. With general distribution secured across all lines and stations, the campaign ensures citywide visibility and consistent presence from platform to carriage.
A campaign born in-house
Following the success of last year’s festive OOH activity – which focused on the transformative power of personalised storytelling – Wonderbly’s in-house creative team has built on that momentum with a fresh, witty and relatable take on modern gifting.
This year’s creative shines a light on the personalities that populate every gift list from scene-stealing new babies and mischief-making kids to hopelessly devoted pet parents. The campaign playfully celebrates the individuality of both givers and receivers, while showcasing Wonderbly’s range of bespoke books for babies, children and adults alike. Developed end-to-end by Wonderbly’s in-house creative team, the campaign is brought to life through strong imagery, bold design and clever copy that taps into the universal humour of holiday gifting.
“Everyone’s Got Favourites is all about capturing the delight of giving gifts at Christmas time,” said Corinne Caddy-Townshend, Wonderbly’s creative director. “The campaign is rooted in witty, relatable truths. Visually, our signature brand colourways and playful, graphic styling are now accompanied by rich photography that really tells the story of our characters and builds out their worlds, creating a moment of recognition and unexpected wonder for passers-by.”
The visuals were shot by acclaimed photography duo Sane Seven, renowned for their vibrant, character-driven portraits. Each execution pairs high-impact imagery with tongue-in-cheek lines that highlight Wonderbly’s unique ability to craft books perfectly tailored to their recipients – whether it’s Your Dog Loves You for the devoted pet owner, Where Are You…? for the adventurous child, or Name-O-Saurus for the dinosaur-obsessed kid at heart.
Sarah Rickwood, chief marketing officer, says: “Our team is passionate about pushing creativity in-house. By owning the process from strategy through to execution, we’re able to craft campaigns that feel deeply connected to our brand voice and audience.”
Daisy Startup, Head of Brand adds:
“Our OOH campaign brings our brand purpose to life; showing how a personalised book doesn’t just tell a story, it celebrates the people you love most. We’re thrilled that last year’s campaign increased our brand awareness by +16% in just over a year, so we’ve got a great foundation to build on for Christmas 2025.”
Creative credits
- Creative Director: Corinne Caddy-Townshend
- Head of Content & Creative Strategy: Trisha Jones
- Head of Brand: Daisy Startup
- Chief Marketing Officer: Sarah Rickwood
- Copywriters: Sushmi Shyam, Claire Wilkinson
- Art Director: Lydia Ripper
- Designer: Rhiannon Tibbitts
- Photography: Sane Seven
Campaign launch date: October 20, 2025
Media: London Underground
Creative: Wonderbly In-House Creative Team
