Bola Amiga worked with Leo Burnett Lisbon in 2005 to motivate wealthier people as donors in helping abandoned children. Leo Burnett created a mailing piece for company directors and managers.
When the executives opened their Christmas gift they found a cardboard box with a printed image of a homeless child sleeping in it. Near the child was a card reading, “For some, Christmas is never merry.” Donations grew by 35 %. Nearly 60 % of the people expressed their thanks. Many felt touched by it and wrote “The best Christmas present anyone could receive”, “I was totally surprised”, “My wife even cried when she saw it.”
The Bola Amiga Christmas Gift campaign won a Silver Lion for Direct Marketing at Cannes International Advertising Festival in 2006.
The Christmas Gift Box campaign was developed at Leo Burnett Lisboa, Lisbon, by executive creative director Fernando Bellotti, copywriter Tomás Correa, art director Sergio Lobo, account executive Mariana Galindo, producer Antonio Junior, photographer Filipe Rebelo, Makina Invisel and director Francisco Gorajao.