Everyone has family Christmas traditions, whether its hanging up decorations or sitting down together to watch a movie. But for some families their Christmas tradition will be going to sleep hungry in a freezing cold house. 

 The campaign ‘Some Things Shouldn’t be a Family Tradition’ drives home these differences by distorting well known Christmas sayings and idioms such as ‘Merry Christmas’, and ‘It’s the Most Wonderful Time of the Year’.

 The Annual Appeal campaign for The Society of the St. Vincent De Paul sets out to remind people that their donation can help save families in need this time of year. The campaign ran across press, OOH and digital.

Liberty Hall Experiential

Out of 150,000 calls made to The Society of St. Vincent De Paul each year, one in three are from people in need of food. So instead of a merry Christmas, many families will have a hungry Christmas. 

To highlight this fact and to drive donations, Irish creative agency In the Company of Huskies transformed the Dublin city landmark Liberty Hall into a bare cupboard. 

Using the buildings distinct architecture, this Outdoor execution blends seamlessly into its surroundings to create an unique and dramatic trick of the eye. 

With this stark image, the aim is to remind people that Christmas isn’t the same for everyone, but with their donation they can help save families in need this time of year.