The Gift of Joy

Client: Dunelm

Dunelm has been “Delivering Joy” at Christmas since 2020, an initiative that partners with local schools, care homes, and charities to offer donated gifts and recycled Christmas decorations to those in need. With the cost-of-living crisis threatening so many struggling households in Christmas 2022, Dunelm rallied us with a mission to scale up their Delivering Joy initiative to reach more communities.

Collaborating with Global, we turned Delivering Joy into the nation’s most meaningful Secret Santa by enabling the nation to make or donate a gift to those in need in their communities. Working with Heart and Smooth, we co-created a new feature inspired by Dunelm’s Delivering Joy format, extended Delivering Joy to new communities, weaving real-life stories of goodwill throughout the campaign with Heart and Smooth.

Our initiative tripled the number of presents given through the Delivering Joy initiative, rewarded 593 local causes, and found the deserving winner of Heart’s annual Christmas Magic Moment.