What do the holidays and our campaigns have in common? For us, they are both about creating meaningful connections through storytelling and improving the communities we hold dear. That’s why we got very ambitious and flexed our creative muscles with our 2024 holiday campaign––Festive Fables. This is the story of one of our most inspiring campaigns, and it began with a brainstorming presentation where we sought something that embodies everything we value: collaboration, creativity, and heart.
A Collaborative Spark
At the brainstorming presentation, our team gathered to share ideas. From quirky concepts centered around creatures to themes grounded in heartfelt community support, the room buzzed with excitement. Each idea was an opportunity to explore how we could turn branding and storytelling into MORE and make a genuine impact.
Kelsey Morrison, our Associate Creative Director, recalls the energy in the room: “We were presenting ideas we each had prepared, and it became clear that we all wanted something that felt imaginative yet purposeful. The challenge was combining fun holiday magic with real-world impact.”
Through a series of discussions and whiteboard sessions, the concept of Festive Fables took shape. It would use custom-drawn characters and an underlying focus on supporting relief in Western North Carolina, a region close to our hearts.
Building the Fables
The Able Fable characters became the centerpiece of the campaign. Kelsey led the charge in creating these fantastical, hand-illustrated figures.
“We wanted each character to feel alive, like they had their own story to tell,” Kelsey shares. “The specific animals were selected to reflect traits that resonate deeply with Able&Co.’s identity as a creative agency. Each animal embodies characteristics that align with our values and the way we approach our work, making these choices intentional and meaningful.”
The characters weren’t just decorations; they became a way for us to connect with our audience. Each character had their own background story that people could read, a set of customizable Mad Lib-style stories called “Fab Libs,” and an animated character introduction video. Through digital illustrations and animated social media posts, they invited people into the magical world of Festive Fables. This approach helped bring the campaign to life, creating a whimsical and immersive experience that captured imaginations and fostered a deeper emotional connection with our audience.
How Our Process Leads To Purpose
While we were having fun with the characters and color schemes, we knew throughout we needed Festive Fables to have a mission. Our entire team was emotionally shaken by the devastation Hurricane Helene wrought on Western North Carolina. Even at the earliest stages of concepting, we always considered support for Appalachia as a component of the campaign. But as the campaign took shape and embraced themes like inspiration and stories being resilient in your festiveness, it just made sense to support the local communities that had been showing resiliency and maybe needed some inspiration for several months.
“Western North Carolina has always been a special place for many of us,” explains Daniel Nuttall, Copywriter and Content Creator. “It was personal, and we knew our campaign should try to make a real difference there.”
Our efforts included a fundraising drive for MANNA FoodBank and Brother Wolf Animal Rescue, where we encouraged individuals and organizations to contribute directly to recovery efforts. We also tracked the number of Fab Libs shared on social media and contributed an additional $25 for every story reposted. The funds went toward rebuilding efforts, including restoring Brother Wolf’s shelter and providing food to families in need.
Creature Comforts Gifts
Another highlight of the campaign was our Creature Comforts collection, a series of curated holiday gifts inspired by the Festive Fables characters. Each gift box contained items from businesses around North Carolina that represented the warmth and joy of the holiday season, such as popcorn from Asheville, coffee beans from Boone and chocolates from Raleigh. These gifts became a way to spread the magic of Festive Fables while supporting a region in need.
The response was overwhelming! Clients, partners and community members embraced the campaign’s spirit, purchasing Creature Comforts gifts and sharing them with loved ones. A portion of the proceeds went directly to our fundraising efforts, further solidifying the campaign’s impact.
A Festive Impact
Together, we made a significant financial contribution to the relief efforts across Western North Carolina. The Able Fable characters became beloved mascots, appearing in everything from social media posts to animated email campaigns. The Creature Comforts collection brought joy to numerous clients.
Kelsey reflects on the campaign’s success: “In addition to being a holiday celebration, this campaign was a way to show how storytelling and branding can make a real difference. Festive Fables let us bring whimsy and purpose together in a way that resonated with everyone.”
The Festive Fables campaign is a testament to our commitment to process, branding, storytelling, and community support. From the initial pitch meeting to the final fundraising tally, every step of the journey reflected who we are as a team. Collaboration brought the concept to life, creativity infused every detail, and a shared purpose made the campaign truly impactful.
Our Director of Brand Strategy Beth Kuhn said, “This campaign was Able&Co. at its best. It showed how we can use our skills to create something beautiful and make a meaningful difference.”
As we look ahead to this next year, we carry the lessons and joy of Festive Fables with us. If you want your brand to tell its own thoughtful, expertly crafted story; contact us today!
