adam&eveDDB is subverting the norms of the festive season with a campaign to raise awareness of the International Committee of the Red Cross’ work to reunite missing people with their families across the world.
The near two-minute film entitled, ‘The one gift Santa can’t deliver’, was directed by Gary Freedman from production company, Independent.
This film highlights that, for most children, Christmas is anticipated with glee – a time for sparkling lights, indulgent relatives and, of course, Santa Claus and his sack full of presents. It then reinforces that hundreds of children are separated from their families by conflict, migration or natural disaster and live a life far removed from this ideal.
Set in a war zone, it tells the story of a little girl who has been separated from her family due to conflict. All she wants for Christmas is to be reunited with them, and the narrative follows a war-torn Santa Claus on a mission to make this Christmas wish come true.
The ad highlights the ICRC’s humanitarian work to reconnect those that have been separated all over the world – it is currently looking for more than 100,000 people who have been parted from their families by armed conflict or violence.
Breaking on Monday 26th November ‘The one gift Santa can't deliver’ runs until 31st December in markets including UK, France, Germany, Russia, Spain, Portugal, North America, Canada, Brazil, Argentina and Peru.
Jenni Smout, Communications Manager at the ICRC said: "We have been reconnecting families for over 150 years and it is some of the most important work we do. We are thrilled to be working again with adam&eveDDB - the agency which elevated Christmas advertising in the UK - to make more people aware of this crucial work as many of us plan to spend the Christmas period with our own families. We love how they subverted festive tropes we're used to seeing from brands, to remind us of the thousands of families around the world separated due to conflict, migration or natural disasters."
Mike Sutherland & Ant Nelson, ECDs at adam&eveDDB said: “The festive season is usually a time for family, gifts and celebration. But sadly, this is not the case for hundreds of children, torn apart from their families by conflict and natural disaster. We wanted to create a film that showed what Christmas is like for these children. At the same time, we wanted to create something that would cut through the usual Christmas schmaltz.”