Odeon celebrates a 'Quiet Christmas' for those who choose to spend it alone

Odeon’s latest Christmas campaign with mental health charity Mind focuses on untold Christmas stories rather than jostling for attention in the ad break.

Christmas advertising is usually turned up to eleven. ‘Quiet Christmas’, developed by The Remarkables for ODEON in partnership with long‑standing charity ally Mind, however, focuses on the people for whom December passes more silently.

Odeon funded original research among 2,000 UK adults to understand how the festive season actually feels now. The findings were stark: nearly one in five people had no plans at all in December, and significant numbers expected to spend Christmas and New Year on their own, even if they didn’t always label that as “lonely”.

Emotional strain, overstimulation and a sense of disconnection were shown to spike precisely when culture insists everyone should be having the time of their lives.

From data to empathy

Those insights informed Quiet Christmas, an integrated programme spanning creative, earned media, talent and internal communications. Working closely with Odeon and Mind, The Remarkables built a platform that normalised taking yourself to the movies, alone, and feeling okay about it.

The campaign positioned cinema as a calm, shared space: a place where it is socially acceptable, even quietly celebrated, to show up solo.

Clara Amfo in the spotlight

To bring the story to life, broadcaster Clara Amfo fronted the campaign as its ambassador. A hero photoshoot and a run of national print and broadcast interviews set the tone, while social content from Amfo with Odeon managing director UKI & group chief people officer Suzie Welch and Mind’s head of information, Stephen Buckley, created a three‑way dialogue.

Kerry Parkin, founder of The Remarkables, said: “Quiet Christmas shows what’s possible when brands resist the pressure to shout and instead choose to listen. Odeon was clear that this campaign wasn’t about creating a moment, but about reflecting how many people genuinely feel at this time of year. Our role was to help translate that understanding into work that felt inclusive, credible and true to both the brand and its partnership with Mind.”

Our take

For The Remarkables and Odeon Cinema Group, Quiet Christmas is a debut collaboration that feels deliberately understated, but strategically loud.

Like all the best charity campaign efforts, it did well to listen to the lived experiences of its audience and let insight dictate the brief.

Quiet Christmas may be low on bombast, but as an articulation of care, relevance and long‑term value, it lands with the kind of resonance that lingers well beyond the final frame.

All images supplied by allpoints/The Remarkables/ODEON.