Salvation Army

"Donate A Light" | Experiential, OOH


Over the last few years, Salvation Army’s holiday donation drive in Sydney, Australia saw a 25% fall in Christmas pledges. While the city’s blanket of lights spread holiday spirit, the traditional ringing of the bells to collect donation outside of shopping malls wasn’t cutting it. Our challenge was to create a more relevant experience that recaptures the spirit of giving to Salvation Army at Christmas.

We created an interactive christmas tree that stands unlit, prompting people to use their phones to donate a light, one bulb at a time, and watch it appear on the tree directly before their eyes.

Agency: JWT, Sydney, Australia
Responsibilities: Concept Development | Art Direction