We’re more than just another consultancy. We are founding partners of byTheNetwork, an award-winning, global network of 34 independent agencies; covering 34+ key markets worldwide.
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We’re more than just another consultancy. We are founding partners of byTheNetwork, an award-winning, global network of 34 independent agencies; covering 34+ key markets worldwide.
While many brands use the season to evoke warm fuzzies and nostalgia, Shelter Scotland takes a different approach, delivering a heart-wrenching reminder of a crisis that’s anything but merry: the growing issue of child homelessness – both in the UK and around the world.
The ad begins with pure magic – little girl, Mia, and her dad are spacewalking through a fantastical alien world. There are high-fives with aliens (voiced by familiar comedian Adam Buxton) and even a little wave from Santa. And just as you’re about to be swept into their joyful make-believe, the cold reality crashes in: this world exists only because Mia’s dad is trying to distract her from the harshness of their real-life situation. The tagline hits hard: “Love alone can’t protect a child from homelessness, but your donations could.”
What makes this campaign so powerful is the emotional honesty beneath the whimsical creativity. You feel Mia’s awe and wonder, but also her dad’s quiet heartbreak – the weight he carries to keep her feeling safe when he can’t even guarantee her a home. Set to Sibylle Baier’s haunting track Forget About, the story becomes even more moving and real.
This ad isn’t just memorable; it’s meaningful. By connecting the escapism of Christmas with the harsh truths faced by thousands of children, Shelter has created a campaign that’s as unflinchingly real as it is beautifully told. It’s a reality check we all need this holiday season—and a great reminder that the most impactful Christmas ads don’t sell anything. They inspire us to make a difference.
→ Rachel’s expertise lies in driving customer-focused initiatives, with a strategic data-driven business mindset. With over 11 years in advertising and consulting roles, Rachel has acquired a unique skillet working across a diversified portfolio of clients and programs spanning across OOH, Experiential, Digital, Web, Personalisation, CX and UX. She’s had the opportunity to work on transformative brand programs such as the Honda portfolio, Samsung, Parmalat, Ripley’s, Amex, Smirnoff and more.
