Our brief from Shelter was to develop a video strategy to support their static digital campaign, driving donations for the charity’s Christmas fund-raising push. We devised a carefully planned combination of video ads and brand content to encourage action through emotional and personal stories.
As part of our strategy ‘Back to a Good Place’ demonstrates how Shelter’s work transforms lives helping to get ‘the only thing they want this Christmas – a home’.
Three adverts were developed targeted at different audience segments through the experiences of Shelter clients, Sireena, Rhys and Limarra. The videos all share an emotional story arc, where memories of a happy childhood Christmas are interrupted by homelessness, which can be helped by Shelter and donations to the cause.