Project Overview
With more than 110 million tonnes of textiles going into landfill each year and modern slavery rife in third world manufacturing, the global fashion industry is the second largest polluter in the world… second only to big oil (Eileen Fisher).
And while most fashion brands are struggling to come to terms with the reality of the challenges faced by global fashion, the op-shop industry is sitting there with a solution - recycled fashion.
The problem is, op-shops are perceived as dirty, dusty, smelly places for people who can’t afford to shop anywhere else. But Salvo’s Stores is on a mission to change that.
This award submission shows how Salvos Stores is rising to the challenges faced by the global fashion industry, by reframing how people think and feel about buying second hand goods.
And what better time to launch this mission than during the peak retail season - Christmas.
Project Commissioner
Project Creator
Team
The General Store
Chris Scott, Creative Director
Julia Elton-Bott, Art Director
Luke Mathers, Designer
Darren Bailey, Producer
Matt Newell, Partner + CEO
Madeleine Livesey, Partner
Tanya Green, Group Account Director
Renaud Frisé, Digital Director
Andrew Kohn, Project Director
Unlisted (Production)
Graham Pryor, Executive Producer
Chelsea Nieper, Head of Production
Kade Robertson, Producer
Leyla Kaddoura & Vic Chhun, Directors
Francisco Magalhaes, Animator
Jules Bourges, Animator
Faouzi Hammadi, Animator
Sovan Var (clean up), Animator
Maurine Lecerf, Coloring backgrounds
Mathieu Betard, Compositing
Music & Sound Production
Spencer Radcliffe, Composer
Sound Reservoir, Sound Design & Mix
Project Brief
The brief wasn’t just to deliver a Christmas campaign for the Salvos Stores. It was also to launch an exciting new brand platform that celebrates the power of the circular economy. (Note the beautiful reveal of the new logo at the end of the film).
Our aim was to tap into the nostalgia of Christmas and use that to reframe the way people think about gifting.
Our research also indicated that Christmas 2020 was a time of great stress for many Australians who had been impacted by COVID. So we wanted to normalise second hand gifting and celebrate the amazing work that Salvos do to help vulnerable members of our community.
Project Innovation/Need
Our Christmas film features an innovative rewrite of the Santa narrative. We see Santa shut down his workshop and go sustainable, buying all gifts from Salvos Stores and freeing up his team of elves to do good in the community.
We recognised that this powerful story could sit alongside the tradition of major Christmas advertising, and partnered with Oscar-winning Passion Animation Pictures in Paris to bring the Salvos Santa story to life.
Employing a nostalgic, cell-drawn animation style, we created a magical world for our audience to step into, and ultimately leave feel inspired to think differently about Christmas.
As an extension idea, we also rolled out a team of Salvos Santas nationally where children could tell Santa what they would like to GIVE for Christmas, rather than ask Santa what they would like to GET.
Design Challenge
Salvos Stores decided that Christmas 2020 was the perfect time to launch their new brand identity. This meant that we were not only producing a major Christmas commercial, but simultaneously creating the brand from the ground up. This was an enormous multidisciplinary task that saw our various creative teams co-creating across brand design, store design, website design and advertising… all in real time.
This was also a huge testament to the bravery of our client, committing to such an ambitious film project, while undergoing a major rebrand. And ultimately deciding that the film would be the perfect platform to launch their new brand platform.
And with a production team in Paris, the client in Melbourne and our team in Sydney, we had to collaborate across multiple time zones, often meeting late at night, early mornings and weekends to keep things moving, all with a Christmas deadline approaching.
Effectiveness
Salvos Santa delivered a record Christmas campaign for Salvos Stores, contributing to a 5% increase in YoY Christmas sales. An absolutely phenomenal result given the impacts of COVID-19 and store closures. (And all profit went to helping vulnerable people in the community).
The campaign struck a timely cultural truth and was picked up by national news outlets, significantly boosting the film's reach with earned media, hitting an estimated 18 million people across the nation.
Our client, Edwina Morgan, GM of Customer & Strategy described Salvos Santa as “our most effective and beautiful campaign ever, capturing national earned media attention and showcasing the power of community at Christmas.”
Marketing - Film or Video
This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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