Aesop Agency & The Childhood Trust Tell the Real Christmas Story

 

The UK has gone Christmas campaign crazy. Is it better than last year? Did it make you cry? Do you feel like Christmas has well and truly started?

For the major highstreet retailers the Christmas campaign is a big deal: some go full-on schmaltz whilst others aren’t afraid to court controversy in exchange for column inches and social media buzz. Either way it’s big business and big budgets, all designed to make us spend as much as possible in the spirit of Christmas.

But what about the real Christmas story – the one that doesn’t come with a happy ending?

The Childhood Trust, London’s child poverty charity in association with London-based creative agency Aesop has produced an emotive film that challenges the traditional Christmas Ad by telling a Christmas story that’s grounded in reality. 

Opening on a well-known festive scene of kids visiting Santa’s Grotto in a shopping centre, we follow our Santa as he packs up for the day, gets changed and makes his way home. His bus journey takes him through the festive streets of London, passed shiny shop windows bursting with colour out towards a less illuminated London borough. We watch as he leaves the bus, thanking the driver, making his way to the block where he lives. He opens the door quietly, the room is small, two children in the corner are asleep in bed.  The post is debt reminders rather than Christmas cards. The only decorations are children’s drawings.

Set, initially, to an up-beat version of God Rest Ye Merry Gentlemen, the music morphs into something more poignant as the man’s job and his reality converge.

The film highlights new research conducted by the Childhood Trust with 33 London charities supporting 60,000 disadvantaged children that reveals that 21,265 children living in poverty in London will receive no presents this year.

The film was produced pro-bono by the ad agency Aesop for The Childhood Trust’s Big Give Christmas Challenge campaign that aims to raise over £2m for 75 London charities to fund support for disadvantaged children and young people throughout 2019.  Donations made from Tue Nov 27th until Tue Dec 4th will be doubled.

Donate now at: biggive.org.uk/childhoodtrust

Brian Cooper
Executive Creative Director Aesop Agency
 

Give us an overview of the campaign, what is it about and what was your role in the creation?

Opening on a well-known festive scene of kids visiting Santa’s Grotto in a shopping centre, we follow our Santa as he packs up for the day, gets changed and makes his way home. His crowded bus journey takes him through the festive streets of London, passed shiny shop windows bursting with colour out towards a less illuminated London borough. We watch as he cheerfully leaves the bus, thanking the driver, making his way to the block where he lives. He opens the door quietly, the room is small, two children in the corner are asleep in bed.  The post is debt reminders rather than Christmas cards. The only decorations are children’s drawings. Set, initially, to a classic up-beat version of God Rest Ye Merry Gentlemen, the music morphs into something more poignant as the man’s job and his reality converge - highlighting the bleak prospects for many children living in poverty. My role in the creation was as Executive Creative Director.

Was the brief for this holiday campaign any different that than the usual? What challenges did that present?

The brief was based on the findings from the latest research by The Childhood Trust. Namely, children living in poverty in London are facing hunger, domestic violence and homelessness. Whilst other families share in the festivities, 37% of children supported by charities and living in poverty will not receive a single present this Christmas.

The Childhood Trust is a charity that helps alleviate poverty for children in London. Every year they run a campaign to help the poorest children living in London at Christmas. This year they are backing 75 local London children's charities via the Big Give Christmas Challenge campaign (27th Nov to 4th Dec 2018). The campaign was created to raise awareness and drive donations. With little money, the biggest challenge is how to stand out in a crowded advertising market place at this time of year.

What inspired you to approach the campaign this way?

For the major high street retailers the Christmas campaign is a big deal: some go full-on schmaltz whilst others aren’t afraid to court controversy in exchange for column inches and social media buzz. Either way it’s big business and big budgets, all designed to make us spend as much as possible in the spirit of Christmas.

We wanted to take this on and show the real Christmas for many children. Everyone takes Santa for granted, yet for many children living in poverty he doesn’t really exist. We wanted to show the stark contrast of someone working a zero hours contract as Santa, who through no fault of his own cannot provide presents for his own children.

What’s a “behind the scenes” story that only you know about?

The day we shot the ad John Lewis launched its ad with Elton John getting a piano as a Christmas present when he was a small boy. This was too good an opportunity to miss. So, I asked the Art Director to buy a keyboard from Lidl, and as we were street casting, I got everyone scouting for a blonde 5 year old boy. It made the cut!

Are there any holiday ad tropes that you think should be retired by now?

Christmas is cheesy and full of tropes. That’s why we like it. Bring them on!

What is your favorite holiday campaign of all time?

My favourite holiday ad is an emotional one for MasterCard. It has friends and family meeting each other at an airport at Christmas, with the line, ‘Spending Christmas together: priceless’. At the end of the day that’s all that matters.

What can we expect from your agency in 2019?

Storytelling. Great stories, told well, win hearts and change minds.

What do you think the advertising industry's New Year’s resolution should be?

Create an AI robot to do your work for you.