Project Overview

As a creative digital agency, Chromatix set out to do something different for Christmas in 2013. How could we challenge everyone and anyone to give in the spirit of Christmas?

Organisation

Chromatix

Team

Irwin Hau - Creative Director
David Chea - Filming and Post Production
Tim Malone - Planning and Participation
Iris Ng - Assistant

Project Brief

Digital agencies often create flashy mini-sites for Christmas, or send clever e-cards to their clients. We instead challenged ourselves at Chromatix during Christmas 2013 to put our resources into blessing others and encouraging our friends, family, clients and partners to make a difference!

Our requirements were:
- A clear message: we wanted to encourage our audience to give, by proposing that anyone can bless others at Christmas.
- Minimal equipment use: filming had to be executed in a lean manner, so as not to distract participants or give them the wrong idea that it was a large production.
- A concise presentation: no longer than 2 minutes 30 seconds.
- A simple package: no fancy distractions that could detract from the message.
- To be above board: the project had to be done with permission from the related organisation.

Project Innovation/Need

The innovation was more based around doing a lot with very little:
- Super quick turnaround time from concept to launch
- Minimal setup and equipment: the film was shot on a single digital SLR
- Unscripted
- No paid talent or pre-informed participants

Design Challenge

- Communication with a well known business without prior connection or relationship. We contacted a supermarket to seek filming permission, and to organise for a video team to head down - all without any prior relationship.
- Short project timeline of less than 15 working days.
- Communicating and co-operating with Ritchies IGA Staff, who were very supportive of the project. In particular, their staff trusted us with the idea despite the short notice and not having met us prior to shooting.

Effectiveness

- Our measure of success was not the typical metric of likes and views on our own channels - it was how quickly we could get the word out across various channels.
- We successfully completed the project in the allocated timeline of less than a month.
- We were able to encourage over 100,000 people worldwide in two weeks across various online mediums and sites.
- It was an effective, positive and uplifting experience and Christmas activity for staff at our agency.
- We successfully demonstrated our online marketing expertise to our clients, which received a great amount of affirmation.
- We were contacted by local press and Channel 10, who loved the video.
- We even got to meet Ritchies IGA CEO, Fred Harrison in person! We're now hoping to create new opportunities to encourage others again.