Christmas is the most important time for ActionAid to raise money. By purchasing a symbolic gift, such as a goat from their webshop, people contribute to help others fight poverty worldwide. Traditional bought media is loosing effect, so we needed to create communication that would really stand out and engage people. But how could we generate significant awareness around ActionAid’s webshop, in a time where every brand fights for attention?

The music album was released on all major streaming services (iTunes, Spotify, Amazon etc.), in the beginning of December. All the income from streams and sales went directly to ActionAid. Simultaneously, the main trailer that "sold" the music was released on YouTube. During december, the media is very receptive for Christmas music, which made this story extra interesting for them. Top tier media was pitched, which created a snowball effect that generated the unbelievable attention.