"Everything passes - so will Christmas. There are fewer of them here" - Europa, located in the central business district of Vilnius, greets its visitors with such a bold message during the holiday season. This year, this shopping center has become the place where you can escape from the festive chaos: shop, drink coffee or take care of your personal affairs in peace, without Christmas music playing in the background or a match of whose tinsel is more beautiful.
This year, Europa is aiming to become the first shopping center that does not encourage Christmas shopping and appeals to those who are tired of the commercialization of Christmas.
"The enormous pace at which people in the surrounding offices already live is intensified in December. The unceasing pre-holiday noise intertwines with the work and deadlines of the coming year. And suddenly, for many, the most pleasant holiday of the year becomes a running competition in the background of Christmas music. This is how our Christmas season campaign "Christmas Detox" was born. "Europe - less Christmas here". So, our visitors can discover here a place where there is less Christmas," says Viktorija Gražienė, manager of PC "Europa".
According to Tomas Bartnink, strategist of the creative agency "Truth", this year's Christmas campaign of PC "Europa" responds to current trends: the limits of consumerism culture have been crossed, people's emotional and mental health is deteriorating, and taking into account the profile and needs of shopping center visitors.
"The tone of the communication we have chosen - black color and 'screaming head' perfectly match the idea of Christmas detox." Yes, that "screaming head" is an AI-generated illustration of the chaos caused by the commercialization of Christmas. This image boldly conveys the message of the craziness people experience during the holidays due to excessive advertising and consumer pressure,” he says.
"Detox" from Christmas - a quiet time without Christmas music, decorations and other glitter - will be available on PC Europa throughout December.
