Santa looks to sustainability as Salvo Stores encourage community support this Christmas

This year Santa is going sustainable, looking to Salvos Stores to gather his gifts and give back to the community.

The Christmas campaign from Salvos Stores comes in response to its 2020 Christmas report that found two thirds of Australians are reassessing their approach to Christmas this year due to financial concerns. The report also found that each year, present wastage amounts to $669m.

The campaign, created by The General Store and production partner Unlisted, asks people to consider giving a second hand gift this Christmas from one of Salvos 250 store locations or online. The purchase will help fund The Salvation Army.

“This year presented a unique opportunity to remind Australians of the true meaning of Christmas: an opportunity to give not only gifts, but to give hope for the environment and for those in need,” said Salvos Stores CEO, Matt Davis.

Salvos Stores has been working with agency The General Store for just over a year on the development of a new brand identity, including the platform ‘Change for Tomorrow’, which is also revealed in the campaign.

Early next year, the agency will also launch a new retail concept store for the Salvos.

Maddie Livesey, partner at The General Store, said: “This is the type of project we love at The General Store: working through a new Brand and Customer Experience strategy and then handing that over to our multi-disciplinary team to deliver a holistic creative platform across brand ID, advertising, web design and a complete re-imagining of the physical retail experience.”

Creative director, Chris Scott, said the brand platform strikes a chord in 2020.

“The ‘Change for Tomorrow’ platform comes along at a timely moment when so many people are reassessing what’s important,” he said.

“In our short film, Salvos Santa, we’ve employed a timeless, cell-drawn animation style to create a magical world for our audience, young and old, to step into. We hope they’ll leave feeling inspired to act meaningfully and sustainably this Christmas.”

The campaign will run in cinemas, CUTV, digital, social and in-store. Video sessions with the Salvos Santa will also be available in-store and online on Saturday 5 December.

Salvos Store CEO, Matt Davis, said: “We are an organisation that has been built on giving back and as we near the end of 2020 we wanted to bring this message to kids across the country. Our Salvos Santa sessions will be free and will teach Aussie kids some really valuable lessons about having a charitable spirit.”

GM of customer and strategy at Salvos Stores, Edwina Morgan, added: “From the initial strategy through to bringing our Christmas campaign and store of the future to life, The General Store have understood our mission and have remained dedicated to our cause despite the significant challenges of 2020. The ability to re-think every customer touchpoint in our business with the one agency partner has been great.”


Salvos Stores
Matt Davis, CEO
Edwina Morgan, General Manager, Customer & strategy
Aife O’loughlin, Customer Experience Manager
Shane Muir, Customer Experience Coordinator
Sophie Crombie, Digital Communications Officer

The General Store (Strategy & Creative)
Chris Scott, Creative Director
Julia Elton-Bott, Art Director
Luke Mathers, Designer
Darren Bailey, Producer
Matt Newell, Partner + CEO
Madeleine Livesey, Partner
Tanya Green, Group Account Director
Renaud Frisé, Digital Director
Andrew Kohn, Project Director

Unlisted (Production)
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

Music & Sound Production
Spencer Radcliffe, Composer
Sounds Reservoir, Sound Design & Mix

We Scout (PR)
Lori Susko, Director
Annabelle Jones, Director
Paige Milton, Account Director

Bench Media
Nunn Media

Web Design


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