Salvation Army needed to gain attention for those who are usually not seen: people without money in wellbeing society of Finland.

Brief was to raise awareness and gain attention for their fundraising campaign for families with economical challenges in Finland during Christmas time.

All the other organizations are asking the same: money for charity. How to stand out from all the others?

Christmas is a not only a time of giving but also of receiving. Receiving love, time and attention. As one year draws to a close, we approach the new dawn of another. A time to gather together, to stop and to reflect and a time of hope for many. For some, however, hope is a little harder to grasp. The film shows heart-wrenchingly how painful it is when hope is lost and calls on viewers to give the greatest gift of all, hope.

This film distinguishes itself in the mainstream of Christmas advertising by unveiling the invisible reality of economically challenging Christmases through the eyes of an innocent little girl.

Selecting the angle of those who are not seen did the difference. Not flagging out anybody's poor situation but rather showing the reality of little Childs hope. The hope that never dies. But when done visible it hurts the heart.

Film lead the campaign to wanted results in the super challenging times in the charity organizations competition. So many others were asking for help outside Finland, but opening the eyes for local need touched people deeply. The lost of hope on the holy Christmas Eve was something that made the change in peoples mind.