Who: Hudson’s Bay.

What: A new holiday video, “Moments,” that is part of the retailer’s broader “Unwrap the wow” holiday marketing program. The campaign was developed by its in-house creative team, overseen by Hudson’s Bay’s newly appointed senior vice-president of marketing, Meghan Nameth.

When & Where:  The video elements are running across specialty TV, YouTube, cinema and social media channels. The Bay has also developed an online “Unwrap the Wow Gift Guide” featuring gifts ranging from luxe items to under $50.

Why: The campaign is intended to underscore the “special relationship” between Canadians and Hudson’s Bay during the key holiday shopping period.

How: The 30-second spot shows what Hudson’s Bay describes as “stylish Canadians” gathered together for the holidays or spending a quiet moment during the hustle and bustle of the busy holiday period. All of the action takes place against a backdrop of curated Hudson’s Bay products, with flashes of its iconic striped colour pattern appearing throughout the spot.

But what about the windows?: A holiday tradition dating back more than 100 years, the windows are back again this year with a theme described as “behind the scenes in Santa’s workshop.” The five windows at Hudson’s Bay’s flagship store on Toronto’s Queen St. show a different element of where the holiday magic happens—such as making ornaments and a candy cane factory. One of the windows is interactive, with a robot inside the display giving people a high five when they push an exterior button.

And we quote: “From time spent with friends and family, to the quiet calm in the midst of the hustle and bustle of the season, it’s these simple moments that bring us together and mean the most.” — Daniel Koppenol, vice-president, creative director, Hudson’s Bay.