The Challenge
2020 was a year like no other, often described as a "dumpster fire." We wanted to say goodbye to this challenging year in a way that was both memorable and reflective of the collective experience. Our goal was to create a unique holiday campaign that resonated with our clients and the wider public while also supporting local non-profits.

The Solution
We created the X-Mas Dumpster Fire channel, a full-on flaming holiday spectacle set to soothing Christmas music. In a custom-made dumpster, we ceremonially burned symbols of 2020, such as hoarded toilet paper rolls, face masks, cancelled concert tickets, failed sourdough starters, and travel luggage.

Execution
Originally intended as a digital gift for our clients, we decided to send a video through a digital Christmas card. The money saved from not delivering the traditional physical gifts and cards was donated to Compassion House Foundation, YWCA Edmonton, and Ronald McDonald House Charities® of Alberta. Not only did it resonate deeply with our clients and the public, but it also significantly increased AM/FM's brand presence and awareness. The humorous and relatable nature of the campaign caught widespread attention, opening up new opportunities for our agency.