“You Do You This Holiday Season” was a concept for a seasonal campaign for Cresco Lab’s wholesale brand Good News. The mission of the campaign was to get consumers to understand that Good News products allow you to obtain a certain mindset, no matter the occasion. This campaign concept took that idea and pushed it to the extreme with “chaotic” scenarios of how people might incorrectly use Good News products during the holidays, but our tone remained irreverent that the consumer can “do them” as long as they are enjoying themselves. This campaign was conceptualized as a 360 campaign including platforms such as out of home creative, a ‘holiday survival guide’, swag, digital platforms, and more.