In 2004, instead of sending a traditional Christmas card, JWT decided to send out an e-card highlighting the work of the charity, Kids Company. With the saving on postage and production they were also able to make a sizeable donation to the London-based children's charity. Founded in 1996, Kids Company provides a haven for children who are often living in chronic deprivation with little or no family support. Few of these children have ever experienced what a real Christmas should be like.

The e-card allowed the user to make Christmas better for the child in the animated scene, but also enabled them to make an online donation to help real children.It was sent out by everyone at JWT to clients and friends, and was very warmly received.