The Salvation Army Reveals the Dark Side to Holiday Cards in 360 Degree Videos

Charity Reveals Hidden Poverty Using New Facebook Feature

Published on

Editor's Pick

The Salvation Army is using Facebook's new 360 video feature to highlight hidden poverty during the holidays, in a campaign by Grey Canada.

Social media ads use the 360 videos to show seemingly happy families posing for their holiday card photos. It's not until the user pans to the rest of the image, via the 360 degree functionality, that the reality of these families is revealed; mouldy walls, bare bulbs and dirty carpets. It's not overtly "shocking" but more of a subtle reveal, and that's the part that's bound to make the viewer uncomfortable.

The campaign also includes print ads and a TV ad on the same theme, in which a worried-looking mom scans her pile of bills before posing on the sofa with her two children for a photo by the Christmas tree.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Nov 23, 2016
Agency:
Grey Canada
Client:
Salvation Army
Tags
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age