Ad creative gives grown-ups a Santa of their own

The website asks people to write handwritten letters, snap a photo of them and then email them in. Entries — which can have names attached or remain anonymous — are then posted on the website, which was launched two weeks ago. Others can help by offering advice, coming forward with any resources or even just with their support.

“Children are so much more in touch with their creative sides, but as we grow older, we lose our creativity,” Borges told Digiday. “This project is a way for us adults to go back to our childhood — at least mentally.”

Borges took inspiration from several studies as he grappled with the question of why adults lack creativity. One, by developmental psychologist Dr. Alison Gopnik, examined why children may be better at problem solving due to their creativity. Another, by Dr. Gail Matthews, highlights how writing down goals makes one more likely to achieve them.

“We can’t change back time, but we can teach ourselves to think creatively like children again,” he said. “It’s not just about asking for something, some people merely want to express themselves — they just need an outlet.”

Borges is also spreading the word using Facebook and Twitter, and asking people to share the website on their social channels as well.

The website features myriad letters, some emotional, and some light-hearted. In one, a woman asks for a new prosthetic leg for a colleague, and in another, an autistic man asks for help in realizing his dream of becoming a veterinarian. One even asks for the Internet to be rid of Kanye West and Kim Kardashian.

Borges hopes that the project will catch on and that these wishes will eventually be fulfilled.

“Right now, the best thing I can do is provide this platform and facilitate interaction,” he said. “Maybe that’s the kind of Santa people need.”