The Salvation Army
The Salvation Army's charitable campaigns and Red Kettle activations across non-profit media
Featured The Salvation Army projects
This week's top The Salvation Army projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
The Salvation Army · One Up
The Salvation Army's 'One Up' campaign explores the act of community donation through a lighthearted, observational lens. The commercial features two neighbors engaging in playful rivalry as they sort and donate household goods from their respective vehicles. Crafted by BarkleyOKRP, the project centers on the interpersonal dynamic between the two leads. The visual execution relies on natural light and warm color grading to ground the narrative in a suburban setting, utilizing a live-action technique to capture the humorous exchange. Production was handled by Spark & Riot, with production services provided by MAGIC Vilnius.
The Salvation Army · Gifting in Wills 30"
The Salvation Army’s 30-second campaign, Gifting in Wills, explores themes of legacy and connection through a series of quiet, intimate vignettes. The narrative focuses on multi-generational interactions within suburban settings, utilising a grounded, observational approach to highlight the long-term impact of charitable support. The production features a cinematic aesthetic, leaning into a grainy, analogue film look with warm, muted color grading. Natural light provides a soft, emotive atmosphere, while deliberate sound design supports the gentle pace of the storytelling. Flint oversaw production, with post-production and visual effects provided by The Hive and sound design by Squeak E Clean Studios Sydney.
The Salvation Army · One Up
The Salvation Army’s campaign, One Up, centers on the quiet dynamics of suburban community support. Produced by Spark & Riot with creative leadership from BarkleyOKRP, the project utilizes live-action technique to explore themes of neighborly interaction and donation. The commercial film leverages natural light to establish its warm, approachable aesthetic, focusing on an unscripted exchange between two residents in a neighborhood setting. Post-production and VFX were managed by B2Y Productions and Post Control, with editorial work provided by Cut + Run.
The Salvation Army · Like and Share
The Salvation Army explores the appeal of circular fashion and mindful consumption in the 'Like and Share' campaign. The spot centres on a digital-native creator showcasing a haul of thrifted finds, framing second-hand shopping through a lifestyle lens. Developed by BarkleyOKRP with production by Spark & Riot, the narrative leans into authentic, live-action techniques to document the discovery of unique home goods. The visual tone remains warm and clean, emphasising the personal connection between the collector and the curated items found in-store.
The Salvation Army · 2025 Red Kettle Kick Off with Post Malone
The Salvation Army launches its 2025 Red Kettle campaign with a cinematic spot featuring musician Post Malone. The narrative follows Malone as he navigates a semi-truck through the Texas landscape, weaving between close-up character details and sweeping drone footage of the Dallas skyline. Developed by agency LERMA/, the project utilizes a warm color grade and live-action technique to anchor the campaign. The film captures the transition between the open road and the campaign's iconic red kettle imagery, centering the visual focus on the drive itself.
The Salvation Army · Red Kettle Kickoff | Lainey Wilson
The Salvation Army partners with country music artist Lainey Wilson for their annual Red Kettle Kickoff halftime show announcement. The commercial features Wilson center stage in a metallic western aesthetic, flanked by the Dallas Cowboys cheerleaders to promote the upcoming seasonal collaboration. Produced by LERMA/ with PR support from Genuine Article, the live-action video utilizes warm ambient stage lighting to establish a performance atmosphere. The production serves as the official launch media for the organization's holiday fundraising initiative.
The Salvation Army · Silent Night
The Salvation Army’s project, 'Silent Night,' presents a cinematic narrative focused on a mother and child within a vehicle on a rain-drenched evening. The short film leans into a moody, atmospheric aesthetic, utilizing low-key lighting to emphasize the reflective surfaces of city lights against rain-streaked glass. Directed by Visie Admin, the production was managed by Elizabeth Steward through The Fold. The creative agency LERMA provided oversight, while the project features music and sound production by Christian Darais, with post-production and VFX handled by Camp Lucky.
The Salvation Army · Silent Night
The Salvation Army presents Silent Night, a narrative campaign exploring themes of hardship through a cinematic lens. The production centres on a winter-set scene of displacement, utilising low-key cinematic lighting to underscore the gravity of the subject matter. Crafted with creative input from LERMA, the film employs desaturated colour grading and moody, nocturnal framing to create a stark visual environment. Post-production and sound design were managed by Camp Lucky, Fangirl, and The Fold, collectively shaping the project's evocative tone.
The Salvation Army · Coach Dolly
The Salvation Army’s campaign 'Coach Dolly' features a high-energy commercial spotlighting a spirited, character-driven performance. The production leans into a playful, community-focused narrative, anchored by a vibrant set design that integrates distinct sports-inspired motifs with the organization's visual identity. Executed with a polished, live-action technique, the project utilizes bright studio lighting to maintain a clean aesthetic throughout. The creative direction, led by LERMA/, brings a lighthearted atmosphere to the screen, supported by post-production and visual effects work from Camp Lucky.
The Salvation Army · Lead In
For this holiday campaign, The Salvation Army enlists Dolly Parton to encourage donations in a festive, winter-themed commercial. The spot, directed and produced by Camp Lucky, features a soft, theatrical lighting setup that creates an intimate connection with the viewer. Developed by agency LERMA/, the commercial utilizes a live-action technique to highlight the organization's traditional red kettle and seasonal appeal. Post-production and VFX work by Camp Lucky maintain a consistent, warm tone throughout the horizontal video format.
The Salvation Army · Coach Dolly
The Salvation Army brings a high-energy, playful approach to their seasonal messaging in this campaign featuring country music icon Dolly Parton. Set in a stylized, sports-themed office, the commercial leans into a vibrant aesthetic with custom bedazzled props and team-focused memorabilia. Developed by agency LERMA/, the spot features live-action technique and a clean, high-production polish. The execution centers on an upbeat, character-driven narrative that integrates the brand's mission within a stylized, lighthearted environment.
The Salvation Army · Impossible Choices
The Salvation Army’s campaign, titled Impossible Choices, presents a series of cinematic vignettes focused on the realities of financial hardship. Directed with a focus on raw emotional stakes, the project highlights individuals navigating complex, life-altering decisions through a lens of stark, desaturated imagery. Developed by Grey Toronto with production by Dear Friend, the film utilizes low-key lighting and close-up framing to ground the narrative in intimate, domestic and urban environments. By juxtaposing everyday settings with pressing ethical dilemmas, the work employs analogue-inspired film techniques to maintain a somber, deliberate pace throughout the live-action sequences.
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