Every year, the same images: the overflowing table, the whole family, the golden light. Every year, the same fatigue from the audience.
Yet the month is the most interesting period of the year for attention. People watch more, for longer, and at very specific hours. What changes is what they will tolerate watching.
Our most effective campaigns in this period all have one thing in common: they are useful. A recipe worth remaking, an organising tip, a short format that fills the wait before the fast breaks. Nobody wants an advert at that moment. Everybody wants an idea for tomorrow.
