Dubstep Doves & More in Deutsch NY's Modern 12 Days of Christmas

PNC Bank released its 31st Christmas Price Index today, which mimics the Consumer Price Index by pricing out each gift from the classic Christmas carol, The 12 Days of Christmas. But this year, Deutsch noticed this once-beloved Christmas carol has hit an all-time low in popularity, falling to number 98 on Billboard’s Top 100 Holiday chart.

To reinvigorate the song's popularity, Deutsch created a branded content campaign featuring 12 unique experiences based on the gifts of the song that seamlessly tie in PNC Bank's financial education mission. Each piece of content introduces the gifts from the song, some more literal than others, bringing the song to life visually. Additionally, musical interpretations of the classic song accompany the content. 

Each story is designed to be highly shareable, interactive, and to appeal to a wide and varied audience. For example:

· Partridge in a Pear Tree features a beautifully illustrated children’s book about a tech-savvy partridge that has lost his pear tree.

· The sounds of cow’s milk hitting the metal buckets of the 8 Maids-a-Milking provide a unique musical interpretation of the carol.

· A live stunt with 11 Pipers Piping surprise unsuspecting New Yorkers with bagpipe parades just for them.

· As a grand finale, the sound of 12 Drummers Drumming triggers an amazing CGI Christmas light show on a house.  

Each piece of content is housed on a website that takes its visual cues from the classic advent calendar, and seamlessly ties in the data from this year’s PNC Christmas Price Index. “The Great Carol Comeback” isn’t just about re-energizing a once-classic song—it’s about teaching people of all ages basic economic principles like inflation and supply and demand.