Globe Santa: How ELEMENT’s Storytelling Brings Holiday Altruism to Life

The creative minds at ELEMENT have long been known for their ability to elevate campaigns by focusing on the humanity at the heart of the message. And this year’s Globe Santa campaign is a prime example of this storytelling prowess.

ELEMENT’s team, led by director Joan Cassin, editor Chris Santo, head of post Kim Kelley, and executive producer Kristen Kearns, approached the project with a deep commitment to showcasing the real stories of those involved in the initiative. What they produced is a campaign that speaks directly to the audience, putting faces to the causes they support and showing the profound impact of Globe Santa.

Eran Lobel, CEO and EP of ELEMENT, tells me how both ELEMENT and Digitas are on the board of the Ad Club, and were brought in together to help with the campaign, agreeing to collaborate pro bono. 

Coming on board early on in the process, the initial phase of the project involved brainstorming ideas that would spotlight the altruism at the heart of Globe Santa. I ask Danny Streadback, VP group creative director at Digitas, about the creative' starting point.“Every year Globe Santa receives thousands of handwritten letters from families in need. These letters are filled with pleas for help and an abundance of gratitude. Early in the creative process we knew these letters would be the focal point of the campaign.” 

The Digitas team presented ELEMENT with several concepts, which were then filtered through budget and resource realities. From there, the two teams worked together to refine the ideas, taking into consideration the budget and the campaign’s core message, before presenting the concepts to the Globe Foundation. 

The creative direction for the film came from a simple yet powerful idea: the voices of those who directly benefit from Globe Santa. This creative decision allowed the film to capture the essence of Globe Santa’s impact in a deeply personal way. “These voices are why Globe Santa matters,” director Joan Cassin says, “The audience doesn’t need someone to tell them why Globe Santa is important. They’re hearing it directly from the mouths of the people that are being helped.”

The decision to have parents, guardians, children, social workers, and other community members narrate the story not only humanised the cause but also broadened the campaign’s appeal, reaching beyond Boston to a wider audience. The powerful testimonials captured on film conveyed the significance of the initiative and resonated with viewers, encouraging more people to consider donating and getting involved.

Erin Maghran, director of brand marketing at the Boston Globe Foundation, shared her thoughts on how the campaign came to life: "Globe Santa is in our 69th year, serving children and families in 201 communities across Massachusetts. This year, the Boston Globe Foundation wanted to bring our legacy of giving to life by sharing a behind-the-scenes look at everything that goes into Globe Santa, because it takes so many hands! We were thrilled to be able to do this with the support and partnership from ELEMENT and Digitas who shared their multimedia and production expertise and donated their time and services to work with our internal team to help produce our first Globe Santa commercial in nearly 25 years."

ELEMENT’s work on Globe Santa is a reflection of the company’s long-standing commitment to community-driven content. As Eran shares, “Philanthropy has always been a part of the ELEMENT ethos. Since the beginning, we have used our production superpowers for good and believe in the 'Do Good, Do Well' mantra.” 

Their passion for creating meaningful content that drives action is evident in their work, and Globe Santa is no exception. “Our pro bono clients really feel the impact of our work in their fundraising and storytelling initiatives,” Eran says, underscoring the importance of using creative storytelling to help others.

For ELEMENT, one of the biggest lessons learned in their years of storytelling experience is that “great stories, well told, move people to a desired action.” This insight drives their approach to every project, including Globe Santa. The team understood that this campaign wasn’t just about producing a film—it was about sparking real change. By focusing on the personal stories of the people involved, ELEMENT was able to create a compelling narrative that motivated viewers to donate, participate, and spread the word.

Both ELEMENT and Digitas are deeply embedded in the Boston community, which was a significant advantage in bringing this campaign to life. Kristen Kearns, executive producer at ELEMENT, explains how the local connections helped make the project a success: “Both companies were able to leverage their local networks to assist in the creation of this film. Pulling in friends and family to not only appear but also be the voices heard.” This community-driven approach ensured that the campaign felt deeply authentic and relatable, enhancing its emotional impact.

Working together on set allowed the teams to collaborate in real time, ensuring the creative process flowed smoothly and that everyone involved was aligned on the campaign’s goals. “It also was great to be together on set for in-the-moment collaboration and operating as one cohesive team,” Kristen adds.

For ELEMENT, the most fulfilling part of the Globe Santa project was the opportunity to give back to the community. “Giving back to the community is part of our ethos,” Kristen explains. “This project exemplified creativity, collaboration, and coming together to do good.” 

ELEMENT, The Globe and Digitas were proud to create a piece of work that they hoped would yield more donations than previous years. “Everyone on each team was joyfully committed to putting in the volunteer time, using our talents and craft to help families in need,” Danny at Digitas points out, reflecting on the collective effort that went into producing the campaign. The result was a film that not only tells a powerful story but also is helping drive tangible results by raising awareness and funds for Globe Santa’s important mission.

Erin echoes Danny’s sentiment, sharing, “Our 2024 campaign just kicked off, but we have seen an increase in giving already over this point last year. We’re hoping to far surpass our record year in 2023. And there is still time to partner with us and give! Please visit GlobeSanta.org to learn more and watch our beautiful PSAs sharing the journey of a Globe Santa letter as it brings joy to a child this season.”

This collaboration between ELEMENT and Digitas for the Globe Santa campaign is a shining example of how creative storytelling can be used to inspire change. By focusing on the voices of those directly impacted by the initiative, ELEMENT was able to create a deeply personal and compelling narrative that resonated with viewers, both in Boston and beyond.

The campaign’s success underscores ELEMENT’s unique ability to harness the power of storytelling to elevate philanthropic causes. By tapping into the emotions of the audience and creating a sense of community, ELEMENT was able to help amplify Globe Santa’s message, expanding its reach and encouraging more people to get involved.

Through this impactful collaboration, ELEMENT not only contributed to the success of the Globe Santa initiative but also reinforced its reputation as a production company that excels at creating community-driven content that drives action and positive change.