Christmas is the busiest time for the Auckland City Mission, a charity that supports families in need by providing food banks, food parcels, and medical and social services. Donations to the Mission’s Christmas Appeal ensure Christmas happens for those in need. To make donators feel as important as they really are by turning them into angels, Publicis Mojo Auckland spread the city with angels’ wings through posters, ambient stickers, print, and stencils. People are invited to take pictures of themselves in front of the wings they find. Then, by posting the picture on the Auckland City Mission’s Facebook page, a sponsor will donate $5 on their behalf to the appeal.
The Auckland City Mission site provides the following introduction to the campaign:
“In the classic holiday movie ‘It’s a wonderful life,’ George Bailey has the picture perfect life – a loving wife, four young children and his own business. However, on Christmas Eve, after a series of severe business difficulties, George’s life is unraveling and he contemplates suicide. George is saved at the last moment by the appearance of his guardian angel, Clarence, who earns his wings by showing George how worthwhile his life really is. A crisis like George’s can turn a family’s life upside down in a matter of moments. Whether it’s financial, health related or an external event, a little goodwill can have a lasting impact. Even small acts of kindness or generosity from an unknown ‘Angel’ can help people get their lives back on track and renew their hope. At the Auckland City Mission we see Angels moving through our community every day – earning their wings with acts of kindness in support of people they don’t even know. Your contribution will make a significant difference to our ability to provide support when it is needed most. We are all sincerely grateful.”
Click on the image below to play the Angels commercial in YouTube (HD)
The Angel Wings campaign was developed at Publicis Mojo Auckland by creative director Lachlan McPherson, art director Jake Siddall, copywriter Sokpart Pao, designer John Christall, TV producer Rosie Grayson, head of production Conan Grobey, art buyer Andi Dearsley, digital creative director Greg Wood, digital art director Jeremy Clark, senior digital producer Rochelle Ivanson.
The angel wings were designed by Hayley King at Flox, Auckland.
Filming was shot by director Zia Mandviwalla via Curious Film with executive producer Matt Noonan, post production manager Luke Haigh,
Sound was designed by Shane Taipari at Franklin Rd, Auckland, with music licensed by Jonathan Hughes.
Media planner was Marcella Wijoko at ZenithOptimedia.