Creativity

Walmart's Holiday 'Social Experiment' Proves That Kids Are Pretty Unselfish

Campaign Also Invites Parents to Film Their Own Children

By Alexandra Jardine. Published on Dec 07, 2015

Editor's Pick

John Lewis's Christmas ad of 2011, The Long Wait, was all about a kid who couldn't wait to give someone else a gift at Christmas. Now, Walmart takes that same sentiment -- that kids enjoying giving as much as getting -- and turns it into a "social experiment."

As part of the campaign, by Saatchi New York, this video shows how the retailer let a bunch of kids pick out a toy from its shelves and decide whether or not they would choose to keep it or give it to a child less fortunate than themselves. An overwhelming 80% chose the former. (We don't, alas, get to see the ones who wanted to keep the toys -- but hey, that would be mean.).

The video is sweetly filmed, with some authentic comments from the kids that stops it from being too schmaltzy. It's been promoted on social media so that parents can film videos of their own kids saying whether they'd rather give or get, and post them with the hashtag #fillthetruck.

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About

Credits

Date
Dec 07, 2015
Agency:
Saatchi & Saatchi New York
Chief Creative Officer:
Jay Benjamin
Client:
Walmart
Executive Creative Director:
Mike Pierantozzi
Executive Creative Director:
Stephen Lepps
Creative Director:
Erin Wendel
Creative Director:
Lauren McCrindle
Copywriter:
Jameson Rossi
Art Director:
Allison Bulow
Head of Production:
John Doris
Executive Producer:
Dean Shoukas
Producer:
Abe Romano
Production Company:
Curator Pictures
Director:
Daniel Addelson
Executive Producer:
Nate Barr
Senior Account Director:
Caitlin Reynolds
Account Supervisor:
Tiffany Kimicata
Digital Director:
Amy Still
Digital Account Executive:
Alicia Dinkel
Digital Producer:
Lucy Adams
Strategist:
Chelsea Freitas
Audio Mix:
Sound Lounge
Mixer:
Peter Holcomb

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