| Philosophie | Glenveagh are unlocking the magic of Christmas with the help of TBWA\Dublin, in support of Jack and Jill Children’s Foundation, by refreshing Santa’s traditional tale of gift-giving for an increasingly energy-efficient world. Glenveagh, as a leading home builder across Ireland, delivers airtight, A-rated homes, which are therefore chimneyless. Their innovative building technologies sparked the central question of the festive campaign – just how does Santa visit boys and girls who don’t have chimneys? Galvanised by this conundrum, TBWA\Dublin undertook qualitative research through their 100Voices panel to better understand the nature of the perceived problem at hand – noting that many children have begun to connect the dots between a non-existent chimney and Santa’s visit, which planted seeds of doubt that Santa would be able to visit. One parent mentioned: ‘I even notice now how our kids are starting to talk about it – that one or two of their friends don’t have chimneys and they’re worried about how Santa is going to get into their house’. This research confirmed to the team that the age-old tale is out-of-date, and in need of a revamp for our modern era. The solution was provided by the introduction of The North Portal, a new magical way for Santa to visit boys and girls. Inspired by the Christmas wreath, The North Portal is a passage for Santa to travel through to visit boys and girls, an update from Santa’s traditional method of visitation. This story, fit for modernised home-building technologies, most importantly widens the narrative to include all children, no matter where they are this Christmas. After all, it’s the Christmas ethos that everyone gets to share in the same magic and excitement of Santa, with no child (or home) left behind. In keeping with the giving spirit of Christmas, the campaign is running in support of Jack and Jill Children’s Foundation’s Home for Christmas Appeal. The funds raised to help reach their ambitious target of €1 million will continue to provide essential in-home nursing and care for children with highly complex and life-limiting medical conditions and their families throughout the country. Consequently, each and every time The North Portal is opened, Glenveagh are donating €1 to the foundation, with the goal of reaching €50,000. After each activation of The North Portal, children will receive a certificate from Santa himself, as proof of their support for the hundreds of children currently under the care of the foundation, as well as confirmation of their placement on the Nice List that entails a visit from Santa on Christmas Eve. |