'Text Santa’ is a Christmas charity event, created by ITV to raise awareness and money for those most vulnerable during the festive period via text donation.

Lambie-Nairn created an iconic, appealing and effective brand, strong enough to live across every platform imaginable.

The design had to raise awareness for Text Santa as well as driving the fickle festive viewer to the live entertainment specials. Ultimately, achieving what is nigh on impossible: encouraging viewers to dig deep at 1 of the most expensive times of year.

Christmas is a time for family, so we played on this to create our very own family of 'Santa’s little helpers', with 8 unique and fun family members. Aardman came on board to bring the characters to life. The number of characters encourages people to collect the whole group, and allows for people to pick a favourite too. Our family formed the centrepiece of the brand identity implemented across all channels, both on and off air. We also created a bespoke logotype and suite of visual assets.

The Christmas Eve entertainment special attracted 4.02m (15.0% of the total viewing audience) between 7.30pm and 10pm, including 258,000 (1.0%) on ITV1 HD and a further 136.8,000 (0.6) watched on ITV1+1. (source: digitalspy.co.uk)The campaign raised £4,120,000 for charity, which is a great achievement in the event’s first year. (source: itv.com/textsanta)