Garden centre retailer Dobbies is helping Britain find its ‘Christmust’ this year, highlighting how finding that specific ‘thing’ can make people feel at Christmastime.

Devised by creative agency Elvis, the campaign will be led by a 20-second hero film directed by Spindle’s Daniel Liakh that presents Dobbies as a magical, stress-free festive destination, where money is well spent.

Also running across digital display and social media, the retailer’s campaign will be supported by digital and dynamic audio spots namedropping listeners’ local stores, complemented by countdowns as Christmas gets closer.

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“At Christmas, Dobbies is more than just a garden centre – it’s a day out at a festive destination where you can immerse yourself in shopping, food and events. Our new campaign really brings that to life, evoking the feeling of finding that specific item that makes Christmas feel like Christmas,” Dobbies head of brand strategy and innovation, Kirsty Rockey said.

With media planning and buying handled by EssenceMediacom and Clean Digital, the creative revolves around a series of vignettes showing customers finding their ‘Christmust’ at Dobbies.

Elvis executive creative director, Neale Horrigan added: “Dobbies has a huge range of products and experiences to choose from at Christmas, making it easier to find something special, so this campaign dramatises that feeling we’ve all experienced – the moment of spotting the perfect Christmas thing. Whether it’s a gift for a loved one, a bauble for the tree or a delicious mince pie, we all feel happy when we set eyes on a “Christmust”.