To mark the end of year-celebrations, Y&R Paris team up again with The Salvation Army in the battle against exclusion and for the reinsertion of people at risk of homelessness. The 2015 campaign chose to re-appropriate clichéd images associated with Christmas to emphasize the harsh daily reality of those excluded. This contrast established explicitly the slogan “On ne vit pas tous le même Noël” (We don’t all experience the same Christmas) An obvious fact, but one that we all too often forget during the festive period as Christmas shopping and preparation fill our minds.
Illustrating this: a letter to Father Christmas (the theme of 3 radio announcements), and stockings hung on the fireplace, moments by the fireside, wrapped presents (the 3 visuals for print).
These images take on another dimension to raise awareness of the necessity of helping to improve the everyday life of those excluded through donating to the Salvation Army. The campaign launched 14th December on different national and local radio stations, and until 23rd December in press and digital display. It was equally relayed on the Salvation Army Facebook page and website.