A Christmas ad for 'Save the Children' in Norway reimagines Hans Christian Andersen's tragic tale of "The Little Match Girl" for the modern age, but gives it an interactive twist.
The spot recreates the girl as a shaven-headed teenager runaway n a European city. She escapes a gang of thugs, and striking a match, she's able to see into the windows of a happy family celebrating Christmas, and imagines herself there.
At the end of the film, her match goes out, but viewers are asked to donate the price of a warm blanket, shoes or a safe place to sleep. If they do, they can then watch a film with an alternative ending (below) in which she receives one of the items. The film is set to a cover version of Radiohead’s "Fake Plastic Trees," sung by Phoebe Bridges.
The goal of the campaign, created by Pol and directed by Marius Holst via Fantefilm, is to "warm" 100,000 children before Christmas.