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Santa Goes Sustainable In New Christmas Campaign From Salvos, Via The General Store

Santa Goes Sustainable In New Christmas Campaign From Salvos, Via The General Store
B&T Magazine
Edited by B&T Magazine

After a challenging year for most, Salvos Stores is asking Australians to rethink Christmas, encouraging people to give gifts that keep on giving via a new campaign launching today.

The 2020 Salvos Stores Christmas Report revealed that two thirds of Australians are reassessing their approach to Christmas this year due to financial concerns.

The report highlighted a whopping $669 million in present wastage each year.

In response, Salvos Stores’ new Christmas campaign, via The General Store and animation production partner Unlisted, sees Santa go sustainable, shutting down his toy factory to buy pre-loved gifts from Salvos Stores.

With spare time on their hands, Santa’s elves find new purpose doing the work of The Salvation Army in the community.

The campaign aims to create awareness of the work of Salvos Stores and asks people to consider giving a second hand gift purchased from one of its 350 store locations or online—a gift that will ultimately keep giving to those in need by funding the initiatives of The Salvation Army.

“This year presented a unique opportunity to remind Australians of the true meaning of Christmas: an opportunity to give not only gifts, but to give hope for the environment and for those in need,” Salvos Stores chief executive Matt Davis said in a statement.

The General Store’s creative director, Chris Scott, explained that the short film employs “a timeless, cell-drawn animation style to create a magical world for our audience, young and old, to step into”.

“We hope they’ll leave feeling inspired to act meaningfully and sustainably this Christmas,” he said.

The Christmas campaign also launches a new brand identity for Salvos Stores nationally, and will be followed up by the launch of a new retail store concept early next year.

The Christmas campaign will launch across CUTV, cinema, digital, social and in-store and will be supported by online video sessions with Salvos Santa himself for customers who visit in-store or online.

“We are an organisation that has been built on giving back and as we near the end of 2020 we wanted to bring this message to kids across the country,” Davis said.

“Our Salvos Santa sessions will be free and will teach Aussie kids some really valuable lessons about having a charitable spirit.”

The Salvos Santa Christmas promotion will run from 12 November to 3 December, with Santa sessions taking place on Saturday, 5 December 2020.

Credits for the campaign are as follows:

Salvos Stores

Matt Davis, CEO

Edwina Morgan, general manager, customer and strategy

Aife O’loughlin, customer experience manager

Shane Muir, customer experience coordinator

Sophie Crombie, digital communications officer

The General Store (strategy and creative)

Chris Scott, creative director

Julia Elton-Bott, art director

Luke Mathers, designer

Darren Bailey, producer

Matt Newell, partner and 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 and 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 and sound production

Spencer Radcliffe, composer

Sounds Reservoir, sound design and mix

We Scout (PR)

Lori Susko, director

Annabelle Jones, director

Paige Milton, account director


Bench Media

Nunn Media

Web Design


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Salvation Army Salvos Store The General Store Unlisted

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