Online marketplace Etsy has unveiled a new campaign to encourage people not to make birthdays an “afterthought”.

Conceived by creative agency Orchard Creative, the spot, titled ‘Don’t Celebrate Birthdays’, aims to highlight the “power” of a gift.

It builds upon the brand’s Christmas campaign ‘Waldo’ and aims to reinforce the idea that an Etsy gift is a “meaningful moment of connection.

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The hero film, directed by, David Wilson through production house Riff Raff, features a woman’s birthday celebrations, which feels oddly impersonal and cold.

But the moment “transforms” when her friends start presenting her with gifts, ones that reflect her personality, allowing her to feel “understood and connected to her loved ones”.

Etsy CMO Brad Minor said:“This campaign is a celebration of what makes gifting on Etsy so special—it’s not about checking a box, it’s about showing someone you truly see them. In a sea of sameness, people are craving unique, personal experiences—whether they’re shopping for themselves or someone they love.

“We wanted to move beyond the date on the calendar and focus on the person at the center of it. It’s a reminder that the most meaningful gifts come from truly knowing someone—and only on Etsy can you find something as special as that.”