B&T Award winning agency, Born, has unveiled its 2025 Christmas campaign for Dymocks, bringing a fresh creative platform to the bookseller at the peak of the gifting season.
Built on the insight that a thoughtful gift often says what words can’t, the campaign positions books as the most meaningful gift of all. Each execution focuses on the humble gift tag, revealing the sentiment, inside jokes and quiet confessions behind every present.
“The big thing was having one central idea that was simple enough to tie all the channels together. The consistent line and simplicity of the creative meant it could flex across multiple channels pretty seamlessly. We were also incredibly particular in our choices of books and gifts. Each title had to be legible enough to read quickly, and easy enough to understand without relying on the author being familiar to you,” said Kerryn Miller, creative, Born.
The platform, Gifts That Tell a Story, spans in-store POS, OOH, social, catalogue and motion, all anchored in a warm, tactile visual world inspired by classic festive gifting. Book covers are paired with handwritten tags that spotlight the relationship between giver and receiver, reminding Australians that a book is never just a book at Christmas.
From playful lines like “It’s not too late, Dad” to heartfelt notes such as “Thanks for choosing me x,” the work reframes Dymocks as a destination for thoughtful gifting and celebrates the diverse stories that come with every title.
