Salvos Stores encourages second-hand gifting for Christmas 2021

Thrift outlet Salvos Stores, part of not-for-profit Christian organisation The Salvation Army, has re-released its Christmas campaign via independent creative agency The General Store.

The ‘Preloved Promise’ campaign sees the return of Salvos Santa from last year’s campaign, reusing some creative assets “in the spirit of recycling”.

In the 30-second spot, Santas elves are shown making toys, with Santa looking on at the emissions produced in a disappointing manner. Santa then spots a Salvos store, and decides to shop secondhand at a Salvos store instead.

Salvos Stores GM customer and strategy, Edwina Morgan said: “2021 has been a tough year financially for many people. Letting your loved ones know you’re open to receiving second-hand gifts takes some of the financial stress out of the Christmas season and has the added benefits of helping the environment and vulnerable Aussies through the work of The Salvation Army”.

The General Store partner Maddie Livesey added: “Last year we launched a new brand platform for Salvos Stores. This year, we’re using that platform to remove the stigma of giving and receiving pre-loved gifts. In the spirit of recycling, we refreshed parts of last year’s campaign, using ‘Salvos Santa’ to get the message out there.”

The campaign has launched nationally across out-of-home (OOH), BVOD, Spotify, digital, in-store and social. Part of the campaign has also been kicked off by influencers in the sustainable fashion space.

One of the OOH assets

One of the sponsored posts can be seen below, with Instagram account @_diydaisy.


View this post on Instagram


A post shared by Daisy Braid | DIY Daisy (@_diydaisy)

The campaign encourages people to make a Preloved Promise on their socials as well.


Salvos Stores

Matt Davis, CEO

Edwina Morgan, General Manager, Customer & strategy

Aife O’loughlin, Customer Experience Manager

Matt McMahon, Customer Campaign Partner

Sophie Crombie, Digital Communications Officer

The General Store (Strategy & Creative)

Chris Scott, Executive Creative Director

Andrew Jones, Art Director

Julia Elton-Bott, Art Director

Harry Antonakos, Designer

Matt Newell, Partner & CEO

Madeleine Livesey, Partner

Nick Barnett, Group Account Director

Renaud Frisé, Digital Director

Kiki Jones, Project Director

Darren Bailey, Producer

Cameron Creagh, Editor

Unlisted (Production – original animation)

Graham Pryor, Executive Producer

Chelsea Nieper, Head of Production

Kade Robertson, Producer

Leyla Kaddoura & Vic Chhun, Directors

Francisco Magalhaes, Animator

Jules Bourges, Animator

Faouzi Hammadi, Animator

Sovan Var (clean up), Animator

Maurine Lecerf, Coloring backgrounds

Mathieu Betard, Compositing


Bench Media

Thinkerbell Media


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