Who: Zulu Alpha Kilo and Interac, with Zulubot, Animals and Artjail for production, and Media Experts for media. French creative by The French Shop.

What: A national holiday campaign, “Stuff the Stuff,” that urges shoppers to use Interac to buy things that create holiday memories, not just more stuff. It’s a nice sentiment as we head into prime “stuff” season.

When & Where: The integrated campaign started today (Nov. 25) and runs through Dec. 31. In addition to a 60-second online and 30-second TV spot, it includes digital/social, 15-second spots on Spotify, billboard and cinema advertising, and a partnership with Toronto Life.

Why: Interac is placing the emphasis on “meaningful” gift-giving, which seems to align with consumer sentiment about the value of experiences and meaningful moments. According to the agency, more than half of Canadians wish the holidays came with more time to spend with friends and family and less time stressing about what presents to give.

Eat drink and be merry…. According to a recent survey by the Retail Council of Canada, the average Canadian expects to spend $792 on holiday shopping this year, with 19% of that spend directed to food/alcohol/sweets for holiday spending and 17% to clothing and 11% to toys.

Last year, more than one-quarter (27%) of Canadians said they spent more than they planned.

How: The basic message here is on using Interac to purchase things that create holiday memories, rather than simply more stuff.

It’s led by a 60-second spot that opens on a man in a department store who abandons a shopping cart filled with typical Christmas gifts and instead uses Interac debit to purchase things that can enhance the holidays with his wife and kids, like baking ingredients and a tree. The ad ends with the campaign tagline, “Interac, for the stuff that matters.”

The video creative is complemented by out-of-home billboards feature messages like “Buy cocoa, warm hearts” and “Buy lights, brighten spirits,” as well as a pair of 15-second Spotify ads.

And we quote: “We’re taking a new approach to talking about the way Canadians spend their money during the holiday season. We’re reinforcing that meaningful gift-giving and purchases can help Canadians focus on what matters most to them during the holidays: the people, places and traditions that create memories.” —Matt Houghton, director of digital and integrated marketing, Interac.