The Salvation Army One Up 2026

About

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.