Where Kiwi generosity meets literary magic—transforming a backyard brainstorm into a nationwide book-giving phenomenon that proves the smallest ideas can create the biggest ripples of joy.
In late 2019, Sonya Wilson's simple idea to buy books for kids in need and encourage friends to do the same became Kiwi Christmas Books—a charity scheme that organically exploded into a movement. That first year resulted in over 1,600 brand-new books donated to families using Auckland City Mission and Auckland Women's Refuge services during Christmas.
For 2020, Plantation designed the identity and campaign around the Christmas-Book tree logo—a playful visual pun that became the distinctive mark for all communications. The campaign imagery featured inspiring author quotes illustrated through books as heroes, with sketches designed to fuel imagination. The design merged 2D and 3D elements across an optimistic, summery Kiwi Christmas color palette, creating simple yet engaging visuals for posters, social media, and web.
The campaign results exceeded all expectations, collecting nearly 7,000 books over just five weeks—most purchased locally and featuring Kiwi writers and illustrators. The success delighted charities while injecting tens of thousands of extra dollars into bookshops and publishers' tills during the crucial Christmas period, proving that good design can amplify generosity and create meaningful community impact.
"The Kiwi Christmas Books brand, posters, bookmarks, website and social media imagery were a huge hit. The campaign worked not only in promoting our scheme but in promoting books and reading in general. Those images were shared widely on social media and the posters and bookmarks used in bookshops, workplaces, schools and homes across the country. Complete strangers raved to me about this campaign. People loved it, were inspired by it, and wanted to share it". Sonya Wilson, Founder
