All I Want for Christmas is a Goat

  • Art direction
  • Content production
  • Copywriting
  • Film production
  • Media pitch
  • Social media activation

How do we get people to want to give away a goat for Christmas? The answer to the classic Christmas riddle (uhm...) was to let goats bring Christmas cheer by interpreting our most loved Christmas carols on an album where all proceeds went to make Christmas as good as possible for as many as possible.

Christmas is a difficult time for charities, at least from an attention perspective. The media window is small and everyone wants to join in and fight for the donation money. So, to get the attention needed we used a viral trend of screaming goats. Sure, the goat song might have been a bit "un-Christmassy", but it generated unprecedented results and became Action Aid's most successful campaign ever. A real smash hit!

700 million in reach
500 000 shares on SoMe
+41 % in revenue