ITV has begun airing a new animated promo for its charity initiative Text Santa created by Aardman. ITV Creative worked alongside industry experts Lambie-Nairn and Aardman Animations to bring the campaign to life.
The promo uses the concept of using joy as currency to send happiness to those who need it most at Christmas. The first phase of the campaign launched on Nov. 26, with a call to action featuring celebrities set to premiere on Dec. 3. The Text Santa animated characters will also take over the ITV idents from 10th December 2011.
The promo campaign was created by Mark Gouldie, Senior Graphic Designer, Oscar Cariss, Senior Creative, Helen Ewer and Phil Bolger, Creatives, Kirsty Beale, Senior Producer for ITV Creative, Sophie Lutman, Creative Director for Lambie-Nairn and Tim Ruffle for Aardman.
Text Santa begins on ITV1 on 11th December with a one-hour live launch show presented by Phillip Schofield and Christine Bleakley. The finale will take place on Christmas Eve and will be presented by a number of high profile hosts. The UK wide charities are Careers UK, Crisis, Help the Hospices, Samaritans and WRVS plus Great Ormond Street Children’s Charity, Helping Hand, Noah’s Ark Appeal and Yorkhill Children’s Foundation.