Bringing Christmas joy to Kiwi families

AUCKLAND, Today: In a heartwarming campaign, Pead, Good Viking, and PHD are supporting the reopening of the Kindness Collective’s Christmas Joy Store, New Zealand’s first social toy store, this November.

Running for four years, the Joy Store offers families in need the gift of kindness and the dignity of choice, providing toys and food for the holidays.

As child poverty rates climb, more New Zealand children are living in hardship, and the growing waitlist for the Joy Store reflects these economic struggles.

Kindness Collective Founder and CEO Sarah Page said, “Our goal is to provide gifts for at least 20,000 children to unwrap on Christmas, each one chosen with love by their parents or caregivers, as well as providing food for every family.

“Our goal is to provide gifts for at least 20,000 children to unwrap on Christmas, each one chosen with love by their parents or caregivers, as well as providing food for every family.” – Sarah Page

“Every child deserves a magical Christmas, and every parent or caregiver deserves to be able to provide that for their tamariki. The Joy Store is returning for its fourth year to do just that.”

Pead’s campaign tells the story of a family living in a garage, showing the tough realities for families supported by the Kindness Collective.

Genevieve Chunn, Head of Creative at Pead, shared, “Making our lovely client cry is not my usual style, but as I finished reading the script to Sarah Page, with tears welling in her eyes, we knew this sad but very real story was one we needed to tell.

“We’re deeply grateful to the wonderful production team who donated their time and expertise to bring this story to life. We hope it inspires the nation to reach for both their tissues and their wallets, so Santa can visit every child this Christmas.”

“PHD is delighted to continue its collaboration with the Kindness Collective in support of its annual Christmas Joy Store campaign.” – Helen Brown

Produced by Good Viking, the TVC is a team effort. Producer Sarah Finnie said, “The Kindness Collective work tirelessly to ensure that children in Aotearoa receive some much-needed Christmas joy.

“Good Viking were thrilled to be asked by Pead to direct and produce this spot with our dedicated friends and colleagues to motivate others to give a little at this time of year.”

The campaign launched on 4 November, with PHD leading media strategy and securing strong support from media partners across New Zealand. Helen Brown, Head of Media & Investment stated, “PHD is delighted to continue its collaboration with the Kindness Collective in support of its annual Christmas Joy Store campaign.

“Our team is privileged to provide support to the Kindness Collective, working hand in hand with the great individuals behind this worthy community-led organisation as well as the amazingly supportive NZ media network, to bring visibility to this wonderful campaign.”

• For more info about the Christmas Joy Store and support, click here: kindness.org.nz/joystore

CREDITS

Creative Agency
PEAD: Genevieve Chunn, Jack Wheeler, Anna Farrera, Hannah Durojaiye, Robynne Roodt.

Production
Director: Jens Hertzum (Good Viking)
Producer: Sarah Finnie (Good Viking)
DOP: Joe Rixon
Editor: Dan Martin (DMC)
1st AC: Matt Hunt
Gaffer: Kyle vanTonder
Lighting assistant: Krishna Mistry
Sound technician: Peter Kraan
Stills photographer: Lucko Prawito
Grade: Alex Mitchell (Ownly Creative)
Audio: Amy Barber (Bespoke Post)
Voice artist: Eve Cheesemur (Mint Voices)
3D: Kasun Ilesinghe (AE Live Ignite)
Talent (mother): Ravlin Cooper
Talent (children): Max & Leo Wheeler

Media
PHD Media: Adria Sell, Ella McDonald, Cam Newlands, Helen Brown, Monica Wales
TVNZ
Go Media
Ooh!Media
LUMO 
Warner Bros Discovery
Vast Billboards
JCDecaux
Media Works
Val Morgan
Attention Agency
Sky
NZME
Stuff
Shout Media