A champion boxer, nightclub promoter, a bikie and a convicted murderer are among 25 “unusual” characters featured in a new Bible Society Christmas campaign.
Creative agency Banjo has come up with the ‘25 Days, 25 People, 25 Words’ campaign, aimed at telling the Christmas story in a different way in a digital advent calendar.
Controversial champion boxer Anthony Mundine and Kings Cross club promoter John Ibrahim are two of the unusual character enlisted, along with Olympic swimmer Dawn Fraser and financier Mark Carnegie.
The campaign aimed to get people engaging with the Bible Society, has already had three times the engagement of the previous ’25 words’ campaign in its first four days, with eDMs being sent out to members every day to encourage people to log on to the site.
Greg Clarke, chief executive of the Bible Society, said: “The traditional advent calendar relies on anticipation to build engagement. Each day in the lead up to Christmas there’s excitement as people wonder what is behind the door.
“Our approach here has been the same but, rather than relying on chocolates or a nativity scene, we’re relying on the reading and the person delivering the reading as the hook to build engagement.
"We hope people who watch these videos will be compelled to share them.”