As the festive season draws near and buying presents is on everyone’s to-do list, charity retailer Salvos Stores has taken a purpose-led, yet humorous, approach in its new Christmas campaign developed by The General Store.
Says Matt McMahon, customer experience manager at Salvos Stores: “This work beautifully demonstrates that gifts from Salvos Stores have special meaning because of the consideration that goes into searching for a unique item, whether it’s an obscure vegan cookbook, a retro game console, or even a vintage sweater vest.
“In addition, preloved presents from Salvos Stores have a far-reaching impact that extends to the environment and the vulnerable communities that we support every day. And that’s what truly creates gifts with more meaning.”
At Salvos Stores, 100 per cent of profits support programs that transform the lives of Australians in need, such as those experiencing hunger and homelessness. And through its support of the circular economy and numerous sustainability initiatives, Salvos has also diverted over 40 million items from landfill in the past year.
The Christmas campaign also signifies a playful step change in Salvos Stores’ brand personality. Within the three hero films, the awkward hugging and tongue-in-cheek dialogue bring to life the impact that a preloved gift has on the environment and community.
Says Marcus Tesoriero, chief creative officer at The General Store: “Doing good for the world doesn’t always have to be earnest. We wanted to take a more entertaining approach to Salvos Stores’ serious message of sustainability and community support – highlighting how much a gift from Salvos Stores would really mean to someone.
“Salvos Stores have been the leaders in the circular economy for generations, long before it became cool. This work reaffirms Salvos Stores position as the dominant player in the preloved goods market, especially as we head towards a potentially turbulent economic climate next year.”
The General Store began working with Salvos Stores four years ago. During that time, the two businesses have worked together across store design architecture, business strategy, advertising, design and animation.
Adds McMahon: “Being a purpose-led business comes with its own unique challenges, but The General Store has an in-depth understanding of our business, the current competitive landscape and the consumer mindset. They know what creative work makes people tick,” said McMahon. “We’re so thrilled to be on this next step of our journey with them.”
Launching this week, the new Christmas campaign for Salvos Stores will be rolled out across TV, social and in-store.
Client: Salvos Stores
Customer Experience Manager: Matt McMahon
Customer Campaign Partner: Sarah Keogh
Creative Agency: The General Store
Chief Creative Officer: Marcus Tesoriero
Creative Director: Andrew Jones
Art Director: Daniel Li
Copywriter: Mitch Taylor
Group Account Director: Sommer Smith
Senior Account Director: Kiki Jones
Production Company: Painted Black
Director: Armand de Saint-Salvy
DOP: Aaron McLisky
Production Designer: Jan Edwards
Producer: Henry Richardson
Photographer: Charles Grant
Sound design: Squeak E Clean Studios
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