SS+K launched a holiday spot for Smile Train enititled “Dreaming of Midnight.”
“Dreaming of Midnight” tells the story of a Mexican New Year’s celebration through the perspective of a young girl with an unrepaired cleft palate named Camilla. A narrator tells the story with a rhyming scheme reminiscent of a storybook, as the interactive experience prompts viewers to donate by clicking on glimmering objects, giving them the opportunity to help change Camilla’s story.. As the story unfolds, tugging at the heartstrings, the suggested donations increase in size. The ad continues the “Power of a Smile” campaign SS+K launched for Smile Train back in April, and continues the approach of focusing on a single child’s story to allow the viewer to empathize with their plight.
“‘Dreaming of Midnight’ has a charming, storybook perspective of the world of a child looking forward to a special party and feeling wistful and hopeful about the new year,” said Bobby Hershfield, partner and chief creative officer at SS+K. “Instead of directly asking for a donation, Smile Train pulls in the viewer and makes them feel like a part of the story.”