Salvation Army and Facebook collaborate to draw attention towards poverty in Canada, with the help of Grey’s 360° holiday card idea.
When you look at the families’ holiday photos, they initially appear to show 3 happy families in a Christmas card frame. With a change of perspective, the entire story unravels. When you see the entire rooms in 360°, you can see the entire truth: hidden poverty.
The video features Carol of The Bells. Let’s watch it, here:
With this particular campaign, Grey Toronto, President, Darlene Remlinger says,
Poverty isn’t always easy to see. It’s much closer to us than we want to believe it is. And during the holidays, that’s a reality even more difficult to accept. So through these different executions, we wanted to show people that appearances can be deceiving.
Using Facebook and some of their new technologies was important for driving more interaction and more engagement with a simple, easily executed format.
The tagline of the campaign is, “Poverty isn’t always easy to see. Especially during the holidays.”
Like holiday cards, here are the print ads for the campaign, and you can also check out the 360° photos here.
Executive Creative Directors of the campaign are Joel Arbez and James Ansley, and production is by the Westside Company.
This is a very-good awareness campaign and it’s great for Salvation Army to collaborate with Facebook, especially for those who are always using social media.
You can also donate to the campaign during the holiday season.