Letter from Santa

NSPCC's Letter from Santa is an annual Christmas product offering personalised letters from the big beardy one in return for donations. The product is popular amongst parents, with a range of designs to choose from, unrivalled personalisation options and different letters to suit each age group from baby to teens.

For Christmas 2022, which was looking tough as the Cost of Living crisis began to hit, NSPCC needed a hard-working concept to keep sales up and fund their vital children's services.

I developed 'Real Christmas Magic' as an antidote to the mass Christmas advertising encouraging parents to spend money they might not be able to afford. The campaign film begins with Santa in his workshop, using his quill as a magic wand to add real magic to every letter before they fly through the sky to letterboxes across the world. The voice of an excited child tells parents and grandparents that it's the magic of Christmas, of believing in Santa, that makes it so special. This combined with real footage of children enjoying their letters reassures our audience that Christmas can be special, whatever their budget. They also have the added feelgood factor of knowing that every letter bought will magically improve the lives of vulnerable children.

The campaign, which ran accross social media, display and Amazon, was warming, fun and gave us all a moment of magic to enjoy.

My role: concept, film script, overseeing the creative team and animators delivering the campaign

Channels: Film, paid social, organic social, website, display