12 January 2026: The Remarkables was appointed by ODEON to develop and deliver Quiet Christmas – a purpose-led festive campaign, in support of mental health charity Mind, the cinema operator’s long-standing partner for nearly a decade.
ODEON Cinema
Working closely with ODEON and Mind, The Remarkables helped shape a campaign rooted in insight and empathy, designed to move beyond traditional portrayals of Christmas as loud, busy and centred around family gatherings. Instead, Quiet Christmas recognised that for many people the festive period is experienced more quietly – whether by choice or by circumstance – and that moments of loneliness or disconnection can surface subtly, particularly at Christmas and into the New Year.
ODEON chose to fund original research to better understand how people experience the festive season today. Commissioned by ODEON with 2,000 UK adults, the research revealed that nearly one in five people have no plans at all during December, with significant numbers spending Christmas and New Year alone. While many do not describe themselves as lonely, the findings highlighted how emotional strain and overstimulation can intensify during the festive period.
Clara Amfo
These insights formed the foundation of Quiet Christmas, an integrated communications programme spanning creative development, earned media, talent engagement and internal communications. Broadcaster Clara Amfo was appointed as campaign ambassador, with activity including a hero photoshoot, national print and broadcast interviews, social content featuring Clara alongside ODEON Managing Director UKI & Group Chief People Officer Suzie Welch and Mind’s Head of Information, Stephen Buckley.
The campaign positioned cinema as a calm, shared experience – offering connection without pressure – and reinforced ODEON’s role as a warm, welcoming place where it is socially acceptable to be alone, particularly during the festive period and into January, when feelings of isolation can intensify.
Nicole Burdett, Group Head of Marketing & Campaigns, at ODEON, said: ‘Working with Mind, we wanted to create something that felt authentic and genuinely meaningful. Quiet Christmas was about creating a little space at a time of year that can feel overwhelming, and recognising that Christmas isn’t experienced in the same way by everyone. By partnering with Mind and The Remarkables, we delivered a campaign rooted in empathy and relevance, rather than adding to the noise that so often defines the festive period.’
A wide-reaching earned media programme across national, lifestyle and regional outlets delivered thoughtful, high-quality coverage, while a considered social approach extended reach without compromising tone. Internally, colleague communications supported engagement across ODEON teams and underpinned associated fundraising efforts for Mind at both national and local levels.
The work demonstrated how purpose-led communications can drive impact without relying on spectacle – strengthening understanding within the organisation, reinforcing media credibility and celebrating a long-standing charity partnership in a way that felt authentic and human.
Kerry Parkin
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.”
Quiet Christmas marked the first collaboration between ODEON Cinema Group and The Remarkables and reflects a shared belief in thoughtful, insight-led communications that prioritise care, relevance and long-term value.