Three Launches Christmas Campaign and Charity Partnership with Barnardos
Three has unveiled its 2016 Christmas campaign that opens a new chapter in the magical story of ‘The Girl and the Cloud’ through a fully integrated marketing campaign involving a special charity partnership with Barnardos and a beautifully animated mini-film.
Continuing on ‘The Perfect Surprise’ story, Three has brought to life the latest adventures of Anna and her little cloud in a stunningly illustrated children’s book ‘The Girl and the Cloud’, which sees Three work with renowned Irish illustrator Mark Wickham. This enchanting tale follows Anna and her very own snow cloud in the months following Christmas. However, when summer comes and the cloud starts to act strangely Anna decides she’ll do whatever it takes to make the little cloud happy again. It is through her friendship with the cloud that she realises that sometimes a perfect surprise isn’t always the one you get, it’s the one you give.
All proceeds from the book will go to Barnardos to support the life transforming services they provide for thousands of children and families in Ireland. The book is now available for €8.99 in 3Stores, Eason stores nationwide and all Barnardos stores.
Like every bestseller, the book has been adapted in a captivating two and-a-half-minute mini-film, which is directed by the Bafta Award-winning and Oscar-nominated Philip Hunt of Studio AKA and features the voice of Irish Game of Thrones and Harry Potter actor Ciarán Hinds and will air across TV and digital during the festive period. You can watch the mini-film below.
As well as the creation of the story book the campaign will also include television, press, outdoor, PR and digital.
Elaine Carey, Chief Commercial Officer of Three commented on the partnership; “We are delighted to launch this campaign and partnership with Barnardos. The campaign really builds upon the emotive ‘perfect surprise’ narrative as we follow Anna and her cloud as their friendship grows through their shared adventures. With the focus on the gift of giving, we want to capture the essence of Christmas as it should be. One in nine children in Ireland now live in poverty and nearly two in five experience deprivation. Through sales of ‘The Girl and the Cloud’ book, Three hope to bring some Christmas magic into the lives of these children and their families this Christmas.”
Fergus Finlay, CEO of Barnardos commented; “At Barnardos we believe that every child deserves the same opportunities in life. Every child we meet in our work is full of potential and every fundraising partner we work with brings us one step closer to helping children in difficulty reach their full potential. Thanks to Three and this special book, we will be able to make Christmas a little brighter this year for many children and their families.”