This holiday season, agency Chandelier has partnered with Hallmark to launch the humorous ‘#KeepsakeIt Together’ campaign.

The six spots celebrate the ‘perfectly imperfect’ moments that family and friends encounter each holiday season – from mom’s and baby’s first Christmas, to a gluten-free dinner and a selfie-taking grandma. 

The campaign is being launched completely digital, which is a first for a holiday campaign by the brand, who has typically put all of their ad dollars in a TV push. There will also be a push over Snapchat, which is another first for Hallmark. The brand will be leveraging a sponsored Geofilter at major Christmas tree displays in 20 national markets, such as Rockefeller Center and Union Square in San Francisco, lasting from late November through Christmas.