Barnardo's

Services: Strategy, Partnerships, Creative, Experiential 

A partnership with the UK’s leading children's charity Barnardo’s highlighted themes of belonging and inclusivity, using the film to spotlight the support Barnardo’s provides to children and families across the UK.

The campaign was led by a TV spot, which featured trailer footage, an exclusive video message from the film’s leading cast, and young people discussing Barnardo’s services. Brand Culture worked closely on the strategy and delivery of the ad, writing and storyboarding these three elements, bringing them together into a cohesive story about the power of connection.

Retail touchpoints extended the partnership into communities, with Wicked: For Good products available in Barnardo’s shops and fundraising opportunities promoted through local Co-op stores and online.

Tap-to-donate units at the Westfield activation connected the partnership to wider campaign elements, and a consumer competition offered the chance to attend the film’s European premiere. The partnership delivered strong national presence across charity retail, broadcast, digital, and live experience channels.