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The Salvation Army

— Food, Clothing, Shelter

Commissioned by Grey Canada, Johnny Kelly has created ‘Clothing’, ‘Food’ and ‘Shelter’ for The Salvation Army for their 2013 Christmas Campaign. Each ad sees coins dropped into The Salvation Army kettle, making the initial darker scenes transform into optimistic scenarios.

Created using stop motion animation, the beautifully-rigged characters and worlds highlight just a few coins can help change people’s lives, take people off the street and give them food, clothing and shelter.

There is a stark contrast between the ‘before’ and ‘after’ scenes, and to make the transitions feel as immediate and straightforward as possible, the team used quick lighting changes, immediately shifting the colour from cold nighttime to warm daylight.