A gift that lasts
WWF
A gift that lasts
Client: WWF
My role: Creative lead across campaign concept, film, OOH and digital activation.
The brief: Position animal adoption as a meaningful Christmas gift, one that moves people away from throwaway present buying and towards something with genuine impact. The campaign needed to cut through the noise of the Christmas gifting season with an emotional argument rather than a promotional one.
What we made: An emotionally led integrated campaign built around the bond between young animals and their parents, mirroring the family connections that Christmas brings into focus. The central 60-second film followed that narrative thread, letting powerful wildlife visuals carry the weight of the message. To heighten the emotional tone without overpowering the imagery, I wrote and recorded a soft piano arrangement of Silent Night as the film's soundtrack, giving it a warmth and intimacy that a licensed track wouldn't have landed in the same way.
The campaign ran across Connected TV, YouTube and paid social, reaching audiences actively in a Christmas gifting mindset. The London Underground OOH campaign extended that reach into high-footfall moments, using bold headlines and emotive imagery to land the message when people were physically in the middle of thinking about what to buy.
The Film
The 60-second film followed young animals alongside their parents, using that relationship to mirror the bonds we value most at Christmas. The narrative was intentionally quiet and unhurried, letting the wildlife visuals carry the emotional weight without explanation.
To score the film I personally composed and recorded a piano rendition of Silent Night, playing it myself for the final cut. The arrangement was deliberately restrained, adding warmth and nostalgia while giving the visuals room to breathe. The film ran across Connected TV, YouTube and paid social, targeting audiences actively in a Christmas gifting mindset.
Print Outdoor
The London Underground OOH campaign was designed to intercept people at the exact moment they were thinking about Christmas shopping. Bold headlines paired with emotive wildlife imagery created an immediate emotional connection in a high-footfall, high-intent environment.
