A fully integrated Christmas campaign for Barnardo’s to run across multiple touchpoints, including in-store, social media, and print. The concept needed to be uplifting and positive, capturing the warm, traditional feel-good spirit of Christmas. Given the wide-ranging audience of second-hand shops, the campaign was designed to resonate across all ages.

The campaign focused on the “gift of smiles”, those joyful moments when a gift is opened, whether it’s the “oh my God” moment or the “you didn’t!” moment. Especially in the current cost-of-living climate, the campaign emphasised that it’s not the price of the gift that matters, but the thought and care behind it, from loved ones or friends.

Imagery was carefully chosen to be inclusive, representing people of different ages, races, and backgrounds so that all customers could see themselves reflected. Close-up shots captured the genuine emotions on faces, reinforcing the campaign message and making the moments of joy feel authentic.

Visually, the campaign used modernised Christmas colours, bold patterns, and a versatile typeface with multiple weights to create a fresh, engaging, and memorable aesthetic.

The “gift of…” concept was designed to be flexible beyond Christmas, allowing it to extend to other occasions such as Mother’s Day and Valentine’s Day. Sustainability was also woven into the campaign messaging, reflecting Barnardo’s values and reinforcing that thoughtful gifting doesn’t have to come at the expense of the planet.

Credit: Copywriter - Orla Doherty