The Salvation Army reframes what it means to donate
The Salvation Army’s latest campaign spotlights the impact of community giving.
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The Salvation Army reframes what it means to donate in a powerful new film directed by Marek Partyš, produced by Spark & Riot and developed by Creative Agency BarkleyOKRP.
Blending gentle humour and grounded drama, the campaign sheds light on the organisation’s Adult Rehabilitation Centers through a story that builds to a touching emotional payoff.
The film opens in a quiet suburb where two neighbours, Bill and Peter, are locked in a friendly competition to see who can donate more to their local Salvation Army store. What feels lighthearted at first shifts unexpectedly when the men overhear a heated exchange next door. A father’s drinking has reached its breaking point, and his wife and daughter decide to leave. In a turn away from competition and toward compassion, Bill and Peter approach their neighbour together and urge him to seek help at the Salvation Army’s Adult Rehabilitation Center. The film closes on a tender reunion as the man returns home sober, stepping back into his family’s life with humility and hope.
Credits
View on- Agency BarkleyOKRP/New York
- Production Company Spark & Riot
- Director Marek Partys
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Credits
View on- Agency BarkleyOKRP/New York
- Production Company Spark & Riot
- Director Marek Partys
- Executive Producer Summer Griffiths
- Executive Producer Ana de Diego
- Editing Cut+Run/California
- Editor Sean Stender
- Post Production B2Y Productions
- Color Post Control Helsinki
- Colorist Sarrah Wilkman
- Producer Lucy Benson-Brown
- Executive Producer Daniel Maughan
- DP Michal Babinec
- Post Producer Bogomil Georgiev
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Credits
powered by- Agency BarkleyOKRP/New York
- Production Company Spark & Riot
- Director Marek Partys
- Executive Producer Summer Griffiths
- Executive Producer Ana de Diego
- Editing Cut+Run/California
- Editor Sean Stender
- Post Production B2Y Productions
- Color Post Control Helsinki
- Colorist Sarrah Wilkman
- Producer Lucy Benson-Brown
- Executive Producer Daniel Maughan
- DP Michal Babinec
- Post Producer Bogomil Georgiev
Shot with restraint and naturalistic performances, the film draws viewers in with light humour before grounding them with raw drama and emotional stakes. By connecting the act of donating to the lives it changes, the campaign offers a moving reminder that small gestures can lead to life-altering outcomes.
Director Partys said: “For me, this project was an opportunity to show how even ordinary, humorous neighbourly rivalry can turn into something much deeper in a matter of seconds. I enjoy working with the moment when the viewer is laughing, and suddenly the smile stops because real life appears beneath the lightheartedness. This twist is the essence of the entire commercial: to remind us that behind every house, behind every closed door, there may be a story we cannot see. And that sometimes it's enough to just slow down for a moment, look around, and realise what's really important.”
