Last year, our TV ad for Three told the story of a little girl whose Dad goes to the ends of the earth to bring her home a snow cloud for Christmas. This year, we wanted to continue the story, but with a new message. With spending power back up in the country and people being whipped into a frenzy of consumerism again, it was time to talk about giving. And so our story became about the year Anna and her cloud spent together, becoming best friends before she must learn that sometimes, giving up something you love can be the perfect surprise. And where was the perfect place for such a story to live? A children’s book. To truly live the giving message, we then partnered with children’s charity Barnardos, who would receive all proceeds of the book’s sales. The book was then adapted into a short animated film, voiced by acting legend Ciaran Hinds. RTE agreed to give it a special Christmas screening as a short film at Christmas week, with it’s end frames driving viewers to discover and buy the book to help support Barnardos.
Meanwhile, the film was shared online and cut down into TV spots and a cinema commercial. The book’s assets – characters and backgrounds and overall style – were then used across all other campaign media, adapted to do anything from brand a store to housing tactical phone offers.
The film was viewed over 600,000 times online, and The Girl and The Cloud got a wonderful response from the public. But with sales of the book and a media donation from RTE raising over €60,000 for Barnardos, the perfectsurprise really was the one we gave.