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Project: Must Have Gifts
Client: Christmas Bureau of Edmonton

Since 1940, the Christmas Bureau of Edmonton has served thousands of people in need a warm, festive meal during the holiday season every year. As a well-established local charity with an older group of loyal supporters, the Christmas Bureau wanted to expand their donor base.




So we suggested they focus on a younger audience, which prefers to make donations online. An audience that may be inclined to donate—but have always assumed only larger donations were worth giving. We needed to show younger Edmontonians that small donations can make a big difference.

To gain a new group of supporters, we needed to create a fun and easy way to make donations of any size.

Toy box designs were created to house the actual “musthave” gifts of the holiday season—food for the less fortunate. Retail style posters, billboards, flyers, and online ads with entertaining descriptions of each item led the audience to a special donation website.
MustHaveGifts.ca was designed to mirror an online toy store atmosphere. The site let our audience fill up a shopping cart full of holiday food. They could pick out a few random items that caught their eye or fill out a grocery list for a full meal. The value of the food in their cart then became the amount donated to the charity.

The campaign collected the most online donations ever made to the Christmas Bureau.

In addition to the wonderful results for the charity, the campaign was also nationally recognized for its creativity, with awards including:

  • Applied Arts Interactive Awards: Best Public Service/Charity Website
  • Marketing Awards: Bronze for Non-Traditional
  • Advertising & Design Club of Canada: Merit for Integrated Campaign
  • IABC Capital Awards: Award of Excellence for Communications Skills & Tactics (Microsite)
  • ACE Awards: Six awards including Best in Show
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