Preparing your Charity's Christmas Campaign
It’s that time of year again! When comms teams across the third sector put their heads together to plan the release of this year’s festive film.
It’s no secret that Christmas ads are becoming more and more popular and brands and charities are feeling the pressure to make the perfect campaign.
So this year we’ve decided to take the pressure off you a bit. We’ve done some research into what makes a good Christmas campaign. And we’ve got some favourites to share with you from Breast Cancer Now, Crisis UK, Greenpeace Australia and one of our own campaign films for Anthony Nolan.
Take away tips:
1) A lot of Christmas adverts don’t have narration. Instead they rely solely visual storytelling. Which leads us to..
2) It’s all about the story. Stories that pack an emotional punch have a better chance of being noticed. But remember that emotional doesn’t always equal sad!
3) Being bold and brave could work to your benefit – if you can afford to push the boundaries you might find your message makes a bigger impact.
Crisis UK – Thanking supporters
A lovely thank you film from Crisis UK. It shows the impact and difference donations made to the people who spent Christmas with the organisation last year.
Breast Cancer Now
A real tear-jerker from Breast Cancer Now, and another great example of storytelling without a word needing to be said.
Anthony Nolan Christmas Campaign – Jo’s Perfect Gift
Here’s one from our Anthony Nolan Christmas campaign last year. We combined interviews and voiceover with beautiful visual sequences to best tell each person’s story.
A lot of Christmas campaigns use actors and are expensive to make, but don’t let that scare you off. Sometimes nothing beats the emotional impact of a real story. And as long as you know the tools of storytelling, you can make emotional and compelling films on any budget.
Australian Greenpeace – Coca-Cola
Finally we have a twist on a well-loved, traditional Christmas ad. A clever (and brave) marketing tactic as it’s instantly recognisable to the viewer.
But there is something to be said for being bold, it’s gets people talking. Much like the controversy around the Iceland orangutan ad that was famously banned last year.
So if you’re thinking of a video campaign for Christmas get in touch with us today at firstname.lastname@example.org or give us a call on 020 7274 2986
Imogen Gower is a Producer at Magneto Films. Her recent projects include producing and directing films for the British Council, Anthony Nolan and Children with Cancer UK.