With sunshine, lightness, and human connection, the new Christmas campaign from dm-drogerie markt surprises. Developed by HeimatTBWA and directed by photographer and director Sophie Schwarzenberger, it avoids classic Christmas symbolism, focusing on warm, natural images.

The director tells the story of Christmas through people – not seasons. Her cinematic approach highlights closeness, touch, and everyday intimacy: We visit each other. We come together. We take time for each other. And it is precisely these moments that make Christmas what it is.

'This year, we wanted to create a campaign that doesn't rely on the usual Christmas symbols and stories, yet still conveys the essence of Christmas in a warm and human way. In our collaborative work, it is the people who constitute the true essence of Christmas - not the season. It's about the little moments that connect us,' says dm.

With this campaign, dm and HeimatTBWA are deliberately positioning themselves beyond the usual holiday... more