Every year around 1,4 million Christmas trees are sold in Denmark, and even more are exported. With the trees, stands to hold up the tree, are sold. Usually these have the basic form of two planks that are nailed together, so they form a cross. Adding red paint, it can be made to represent the iconic Red Cross brand logo.

A stunningly simple solution to a huge problem. Adding red paint to an ordinary Christmas object, giving it a new meaning and purpose in favor of Red Cross and thousands of families.

It takes untraditional methods to break through the Christmas-noise. One way of doing this, is by appearing in places where people don't have their guards towards advertising up per default. Even better, if the idea revolves around a place that people naturally interact with during the Christmas season.

This was the simple idea, that sparked the collaboration with an employment centre to produce the Red Cross stands, and with the Christmas tree salesmen to sell them. Normally, a stand costs 50 DKK. - the Red Cross stand costs 150 DKK., the 100 DKK. being donated directly to the "Christmas help".

The campaign launched on December 1st 2017 and over 600 tree stands were distributed at six different places around the greater Copenhagen area. One distributor sold out after just one week. Denmark’s largest supermarket chain, COOP, picked up on the idea and offered to sell the tree stands.

Furthermore, the campaign created a lot of buzz on social media - spreading the message.

A clear and simple visual idea that works. That is the Christmas Supporter in a nutshell. The campaign communicates a unique message by utilising the shape of the Christmas tree stand and the associations it sparks. Making the Red Cross logo a visible part of the ritual moment of bringing home the Christmas tree conveys the charity message with warmth and humour.

A unique physical product sold in collaboration with Christmas tree salesmen. Furthermore the campaign was backed up by POS (posters & folders), Social media (Facebook & Instagram), Print-ads, Outdoor, and a PR media-kit.

December is the month in which Danes donate the most money towards charities. However, the different organisations fight for 'share-of-wallet' and that in a time where the advertisement spend is at its highest. Therefore, the competition for creating the most appealing and effective ideas is severe.

Whenever people buy a Christmas tree, they can choose to pay a little extra for the Red Cross stand. The profit goes entirely to families in need, so that everyone can have the Christmas they wish for.

Every year in Denmark, the Red Cross provides "Christmas help" for hard-pressed families, who have a hard time affording the traditional food and presents. The "Christmas help" relies on people donating around this period.