HOLIDAY SPEC CAMPAIGN
DOLLAR TREE
Dollar Tree is overlooked during the holidays, even though it’s the perfect spot for gifts and essentials for those obligatory gatherings no one wants to go to.
Gen Z is broke, burnt out, and over pretending the holidays are magical.
They just want to get by, and Dollar Tree is the gift that makes “just enough” feel more than enough.
"12 DAYS OF BARE MINIMUM"
PARODY LYRIC VIDEO
Please direct all future grammy inquiries to me personally.
OUT OF HOME
OOH inspired by snarky, old-school newspaper comics, leaning into Dollar Tree’s “cheap” image with self-aware humor that celebrates doing the bare minimum.
INTERACTIVE STORY POSTS
On Instagram, users share their best Dollar Tree “bare minimum” moments through Story prompts for a chance to see them illustrated as comic-style cartoons.
SOCIAL POSTS
Standout user submissions are turned into Bare Minimum cartoons and posted daily on social platforms for 11 days leading up to the parody lyric video.
On Day 12, the “12 Days of Bare Minimum” lyric video premieres across social and as a shortened TV spot, turning eleven real user moments into a relatable holiday anthem.
