The Wonderbly Everyone’s Got Favourites Campaign is Rolling Out Now
Michael Hemsworth — October 20, 2025 — Marketing
References: wonderbly
The Wonderbly Everyone’s Got Favourites campaign is being run by the personalized book publisher as part of its out-of-home (OOH) advertising strategy to get consumers excited for the holiday season ahead.
The campaign is debuting in the UK in the London Underground network, which will see a total of 8,150 ads positioned throughout the system to support around 183-million impressions. The campaign is launching now and was developed by the brand's in-house team to encourage a wider segment of consumers to consider its products for gifting occasions this year.
Creative Director Corinne Caddy-Townshend spoke on the Wonderbly Everyone’s Got Favourites campaign saying, "Everyone’s Got Favourites is all about capturing the delight of giving gifts at Christmas time. The campaign is rooted in witty, relatable truths. Visually, our signature brand colourways and playful, graphic styling are now accompanied by rich photography that really tells the story of our characters and builds out their worlds, creating a moment of recognition and unexpected wonder for passers-by.”
The campaign is debuting in the UK in the London Underground network, which will see a total of 8,150 ads positioned throughout the system to support around 183-million impressions. The campaign is launching now and was developed by the brand's in-house team to encourage a wider segment of consumers to consider its products for gifting occasions this year.
Creative Director Corinne Caddy-Townshend spoke on the Wonderbly Everyone’s Got Favourites campaign saying, "Everyone’s Got Favourites is all about capturing the delight of giving gifts at Christmas time. The campaign is rooted in witty, relatable truths. Visually, our signature brand colourways and playful, graphic styling are now accompanied by rich photography that really tells the story of our characters and builds out their worlds, creating a moment of recognition and unexpected wonder for passers-by.”
Trend Themes
1. OOH Advertising Innovations - The strategic placement of ads in the London Underground reflects a shift towards utilizing high-traffic public spaces for maximum brand visibility.
2. Personalized Gift Campaigns - Wonderbly's approach to customizing marketing materials for specific gifting occasions highlights the growing demand for tailored consumer experiences.
3. Visual Storytelling in Marketing - Combining rich photography with signature brand elements indicates a trend towards creating immersive narratives that resonate deeply with audiences.
Industry Implications
1. Personalized Publishing - The Wonderbly campaign underscores the potential for innovation in how publishers can create personalized content that appeals directly to individual preferences.
2. Experiential Out-of-home Ads - The use of vibrant, graphic styling in Wonderbly's OOH ads presents new opportunities for the advertising industry to craft memorable consumer experiences.
3. Public-space Marketing - Deploying a high volume of advertisements in commuter networks showcases an evolving strategy for the marketing industry to engage a broad audience effectively.
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