Let’s say a jewelry store would like to build a campaign around a life event that people experience at different times throughout a year: an anniversary. The shop would like to promote their jewelry as the perfect gift for a spouse or partner. One option for a campaign concept would be to frame it as evergreen. The concept might position love as something that should be celebrated at all times of the year–whether it’s your anniversary or not. Or, the jewelry store can tie their anniversary gift campaign to a life event by referencing their own anniversary. In this case, they would create a campaign encouraging shoppers to celebrate their anniversary alongside the stores.