While technology is in abundance everywhere and has the ability to connect us, consumer insights show that people struggle to disconnect from their devices, social networks, and work during times like the holiday season. Even though TELUS sells devices and the holiday season is a critical sales period, the #HolidayMode campaign focused on taking a bold stance of "unplugging" during the holidays so that Canadians could focus on personal and meaningful connections. The campaign message to turn off devices and switch to holiday mode resonated with consumers and non-consumers. As the brand campaign lead, a variety of platforms were used to drive awareness and engagement of this message. Keeping the focus on insights and key consumer moments, I was able to strategize, conceptualize, and execute a light-hearted and fun campaign with contextual & creative digital IABs, OOH executions, video content, and social media in addition to providing operational support for TV, PR and experiential activations. Some of the highlights included 4.5MM video plays across social media and digital advertising and an 86% positive campaign sentiment.