The Salvation Army
One Up
Brand
ProjectOne Up
Date
Jan 2026
Description
The Salvation Army's 'One Up' campaign explores the act of charitable donation through the lens of neighborly rivalry. The commercial video features two men playfully competing while organizing and dropping off belongings at a donation site, using humor to frame the everyday process of community contribution. Produced by Spark & Riot with MAGIC Vilnius for agency BarkleyOKRP, the project employs a live-action technique to capture the interaction. The cinematography leans into natural light and warm earth tones to create an accessible, suburban aesthetic.
Style
Humorous, Horizontal, Cinematic, Warm
Techniques
Natural light
Industries
Charitable Organisations
Color
Jet Black
Camel
Medium Grey
Background
Residential Building
Context
TVC / TV Commercial
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