Kaubamaja Christmas
The Idea
Drawing inspiration from the fake out-of-home trend and
the creative potential of VFX and AI, we transformed the Kaubamaja compartment store into a magical winter landscape. In the hero film, branded gondolas filled with gifts float through the scene, blurring the line between reality and fiction.
The result sparked conversation while delivering a clear message: if you’re looking for Christmas gifts, Kaubamaja
is the place to go.
The Evolution
As the campaign continued into 2025, we expanded the idea with a fresh visual twist. We collaborated with young Estonian artist Moona Saul, who reimagined the now-recognisable Kaubamaja gondola as a hand-tufted carpet, transforming a digital campaign icon into a physical artwork.
The Craft
The carpet took a full month to create. Moona Saul worked 4–5 hours a day, the physical limit of the process. In total, the piece was made using 50 balls of yarn (17 kilometres of thread!) turning a festive visual into a tactile, one-of-a-kind statement.
Awards
Estonian Advertising Awards, Animation Craft: Silver
Estonian Advertising Awards, Handcraft: Silver