We’re helping Light up Christmas…with a brand refresh.
No, we didn’t rebrand Christmas, we created new branding for the Light a Candle Christmas Appeal for Vision Australia.
Vision Australia threw a challenge at us… “Brands to life™, how can we brand the Light a Candle fundraising appeal so that people ‘get it'”. While Vision Australia is famous (at least in Melbourne) for its annual Carols by Candlelight event held each Christmas Eve at the Sidney Myer Music Bowl, the other part of their Christmas Appeal – the Light a Candle campaign was less understood.
While the proceeds from the Carols by Candlelights tickets go to support Vision Australia’s Christmas Appeal, the Light a Candle Campaign allows everyone (even those not attending Carols) to contribute to the Christmas Appeal by lighting virtual candles on-line. When you donate by lighting a candle you help light up Christmas for kids who are blind or have low vision.
To bring Vision Australia’s message to life, we created engaging animated visual assets, that could simply demonstrate the idea that lighting candles was the mechanism to donate. A message that had been difficult to explain in previous years.
We worked through our process of humanising the Light a candle brand through our Brand Planning process, the Brand Character Workshop. This allowed us to bring it to life through a new Brand Mark and positioning. We then developed the creative platform using animated kids characters across television, radio and outdoor. We were able to share the visual assets with other great Vision Australia supporters such as Channel 9 and Tiger Pistol who are also contributing their skills to make this Christmas Appeal the most successful yet.
As a coke bottle thick glasses wearer from the time I was 4, I fully support the great work Vision Australia is doing and would encourage any of you who love the festive season to Light a Candle this year at www.lightacandle.net.au and light up Christmas for kids who are blind or have low vision. Or to see some more of the work we created for Vision Australia take a peek here.