Long-term creative platform to position

the brand as the nation's celebration experts. Feeding into all of Card Factory's

communications, from above-the-line advertising through to below-the-line seasonal activity, our platform idea stemmed from a simple, single thought: that as the home of celebration, they see the entire world through a joyful, celebratory lens. 

Not just viewing the cards, gifts and party supplies they sell as products, but as the emotions and moments they help create.

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We also put the brand's mascot, Wakey, front

and centre, using them as a shorthand for this celebratory outlook on life. They add their own charming annotations and commentary – which we coined 'Wakeyisms' – to all communications.