1stAveMachine partnered with Urban Outfitters (UO) on the Happy LOLidays campaign bringing a dynamic twist to holiday marketing with a captivating, trend-driven approach. Directed by 1stAveMachine’s Laurence "Baz" Morais and featuring "UO Carol" by TikTok sensation Lubalin, the video seamlessly combines chaos and charm. It won over the hearts of UO's audience by merging viral social trends with the brand’s signature style. Showcasing a whirlwind of playful UO staples and beloved collectible characters like Monchichi, Moomin, and Kewpie that presents animated highlights of fan-favorite products from brands like Owala and Fujifilm. The spot blurs the digital and physical worlds with energetic transitions, delightfully unexpected twists, and a whimsical aesthetic that captures the joy of the season.
Urban Outfitters redefined holiday shopping with the Happy LOLidays campaign, a bold, trend-driven experience designed to cut through the seasonal noise. At its core, Happy LOLidays is a playful, high-energy video directed by Laurence "Baz" Morais, featuring a catchy original track by TikTok sensation Lubalin and a viral dance challenge choreographed by Lars Gummer. Seamlessly blending humor, nostalgia, and internet culture, the campaign turned holiday stress into a shareable, joy-filled moment.
More than a digital activation, Happy LOLidays transformed UO’s stores and website into an immersive holiday playground. Curated “LOLiday Gift Guides” offered highly relevant, budget-friendly picks with categories like "Gifts for Your Situationship" and "Gifts that are Mid(priced)," making shopping easier, more intuitive, and way more fun. The campaign also blurred the digital and physical worlds, featuring a whirlwind of UO staples and beloved collectible characters like Monchichi, Moomin, and Kewpie, animated alongside fan-favorite brands like Owala, Gourmand, and Fujifilm.
Standing out in a saturated holiday market was a challenge, but UO cracked the code by meeting its audience where they naturally engage—on social media and in culture-driven spaces. The campaign’s seamless mix of viral trends, pop culture moments, and interactive shopping experiences ensured UO wasn’t just part of the holiday conversation—it was leading it.
The Happy LOLidays campaign turned holiday shopping into an experience, seamlessly blending viral entertainment, curated gifting, and immersive storytelling. The ad took social media by storm, fueling engagement through TikTok dance challenges, user-generated content, and widespread shares that amplified Urban Outfitters’ presence across digital platforms.
This cultural momentum translated directly into record-breaking holiday sales for UO. For the two months ending December 31, 2024, Urban Outfitters, Inc. reported a 10% increase in total net sales compared to the same period in 2023, with retail segment sales rising 7%. The campaign’s focus on curated, budget-friendly gift guides drove demand, with comparable retail segment net sales up 6%, fueled by high single-digit growth in digital sales and increased in-store traffic. Additionally, Nuuly, the company’s rental subscription service, saw an impressive 55% surge in net sales, reflecting a broader trend of UO’s ability to connect with evolving consumer habits.
The spot also gained critical acclaim, with Shots Magazine calling it "a celebration of charming trinkets," emphasizing its curated and whimsical product selection. Design Rush hailed it as "a visual delight," recognizing its bold, eye-catching execution and seamless fusion of retail and entertainment.
By embracing cultural moments and humor, UO strengthened brand affinity, resonating with younger consumers. The seamless integration of music, viral content, and product storytelling demonstrated Urban Outfitters' ability to merge entertainment with commerce effectively. In making holiday shopping stress-free and entertaining, Happy LOLidays didn’t just capture attention—it drove results, proving that when culture, creativity, and commerce collide, magic (and sales) happen.
