Partnering with ‘We Make Good’, we wanted to use the great reckoning of 2020 as an opportunity to reset some outlooks, starting with Christmas.
Our goal was to help pave the way for festive traditions that reflected a new Ireland.
We developed a concept called ‘The 12 Days of Christmas Retold’. Here, we re-imagined the old Christmas classic to reflect a more inclusive & modern Ireland and turned each one of the days into a Christmas tree decoration to raise money for two important Irish causes (more on this later).
BEHIND THE SCENES
We approached some of Ireland’s most talented designers to turn each one of the newly re-written days into a refreshingly inclusive Christmas decoration.
The decorations themselves were hand-crafted by participants of a rehabilitation programme in Limerick for those exiting the prison system.
All proceeds were used to train and upskill women from refugee backgrounds in We Make Good’s Textile Studio, helping everyone to take their place in society.
SPREADING THE WORD
We launched the decorations to press & within online media publications.
We set up photo-shoots with each of the designers and their decoration to personalise the story and spread it online.
Corporate gifters were an important audience, so we targeted this segment with playfully informative digital content.
We collaborated with acclaimed spoken word artist FeliSpeaks to perform our 12 Days poem. We then shared this beautiful performance online with an animated video and also had it broadcast on local radio.
LONG STORY SHORT
The decorations sold out fast.
All proceeds went towards the continuation of the important causes initiated by We Make Good.
Every decoration placed on a tree was a move towards an Ireland that we can all feel proud of.