This Christmas card is part of a promotional campaign to get people to donate a percentage of their income to a Polish animal shelter.
The target audience for this ad are actually clubbers. It’s a postcard inserted in envelope with flyers promoting cultural and nightlife events, distributed in party venues and also posters placed in such venues. Christmas and first months of New Year (when you can donate 1% of your income tax to the chosen NGO) is kind of eruption period for charity campaigns. It was the intent of this piece to be different than all the rest of such campaigns and to draw attention of people who sort of became habituated seeing tear-jerking charity ads.
It’s effective. It got my attention.
Check out the shelter’s website here.