The Auckland City Mission is a charity organization that makes Christmas happen for less fortunate children who otherwise wouldn’t have a Christmas.Every year they appeal to the public for phone donations. We created a campaign where the act of calling and making a donation was crucial to the story. We did this by inventing a situation that put Christmas in real jeopardy: Santa’s had an accident and he’s now imprisoned in a giant icicle in the North Pole. The only way to free him is to call his cell phone and cause a vibration that will crack the icicle.

All media channels supported the creative idea that Christmas won’t happen unless Santa is released: The TVC campaign was launched in 4 steps that documented Santa’s progress as the calls and donations kept coming. At the same time, print magazine executions and classified ads in newspapers explained that Santa was missing. A radio countdown to Christmas urged people to call Santa’s mobile to release him. Every donation on the web page triggered an animated response where the icicle Santa was trapped in vibrated and cracked.