Responding to Santa’s 300,000 Letters

about

Role : Lead UX (Associate Director)
Timeline: 2019 - current
Platform: Mobile, Web - Digital Site

What if we could anonymously mail gifts to the 332,667 letters written to Santa? We did, & along the way got our own TV series, documentary, and coverage by every major US news outlet. Plus, 49 awards.

"Anonymously send the gifts requested to a child whose stocking may have otherwise been empty"

-The New York Times

The UX of Magic,
& 21,443 gifts shipped

Theres a lot that goes into how a letter sent to 123 Elf Road, North Pole, USA becomes a actual gift on someones doorstep. And for safety reasons, a lot of that is confidential. That’s the challenge building out the user experience of magic— how do we design for a child’s wishes? What is the UX a kid asking for a live bunny? (Yes, we actually completed that one). How do we make requirements for a wish for 50,000 watermelons? (No, sadly we did not complete that one.) If theres a will, there is a way.

Read the Letters

"Spirit of Santa" - CNN

"Make Holidays a Happy One for Children" - Good Morning America

"Making Magic for Thousands" - USA Today

Webby

Winner - Corporate Social Responsibility
Finalist - Best Social Community Building & Engagement
Shortlist - Advertising, Media & PR: Real Time Response
Shortlist - Advertising, Media & PR: Real Time Response Campaign

The One Show

Gold - Public Relations - Media Relations
Gold - Public Relations - Innovation in Public Relations
Silver - Interactive - Innovation in Interactive - Online
Shortlist - Creative Effectiveness Non-Profit: Non Profit/Charity
Shortlist- Direct Marketing Non-Profit: Physical Items
Shortlist- Direct Marketing Non -Profit: Digital & Online Websites & Mobile
Merit - Creative Effectiveness; Consumer Services
Merit - IP & Products Non-Profit: Digital Product
Merit- Public Relations Non-Profit: Brand Voice
Merit - Public Relations Non-Profit: Current Event Response
Merit- Public Relations Non-Profit: Media Relations
Merit - Social Media Non-Profit: Stunts & Activations

Cannes

Bronze - Data-Driven Consumer Product
Bronze - Excellence in PR
Shortlist - Activation, Customer Journey
Shortlist - Corporate Social Responsibility
Shortlist - Titanium
Shortlist - Experience Brand Experience & Activation
Shortlist - Reach

London International Awards
Finalists - Digital; Single; Public Service/Social Awareness

NY Festivals

Third Prize Award - Media, Integrated Collateral & Direct
Third Prize Award - Digital Website + Microsite
Finalist Certificate- Public Service Announcements Digital/Interactive
Finalist Certificate - Innovative Avant-Garde Discipline
Finalist Certificate - Integrated Campaign, Politics & Gov't
Finalist Certificate - Media Best Use of Media: Integrated Digital
Finalist Certificate - Activation & Engagement Launch/Relaunch

CLIO

Shortlist - Product/Service; Digital/Mobile
Shortlist - Product/Service; Special Event

El Sol

Shortlist - Corporate Social Responsibility
Shortlist - Innovation in PR

London International Awards

Finalist - Public Service/Social Awareness

Cresta

Bronze - Promotions & Incentives
Bronze - Interactive/Corporate Image

ECHO

Gold - Campaign for Social Good
Silver - Consumer Products and Services

Epica Awards

Bronze - Corporate Image

Cristal Awards

Gold - Best Societal Transformation
Gold - Service Activities
Silver - Goodvertising Campaign (A10)
Silver -Goodvertising
Bronze - Goodvertising Campaign (A8)
Shortlist - Best Product/Service Reinventing the Consumer Relationships
Shortlist - Corporate Reputation / Corporate Responsibility
Shortlist - Digital Innovation