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Broadcast, Press & Inserts
 

Christmas 2012

Coca-Cola

Issue 26 | March 2013

Agency

WMcCann

Creative Team

CCO: Washington Olivetto Fabio Meneghini, Raphael Borges, Gustavo Giorelli, Leticia Motta

Production Team

RTVC: Regina Knapp, Daniela Conde, Tatiana Torres, Renan Paiva Production House: Conspiracao Filmes Film Directors: Breno Silveira, Daniel Lieff Photography Director: Will Etchebehere Post-production: Conspiracao Digital Sound production: Dr DD Eletromusica Soundtrack: Bonde Fumegante

Other Credits

Operation Director: Vera Dreckmann Graphic Production: Marcelo Hack Art Buyer: Bibiana Oliveira Illustrator: Manipula Kirigami project: Atelier Naomi Uezu Graphic: P+E Digital Account Service: Marcio Borges, Juliana Senna, Patricia Lopes, Mylena Morse Project Manager: Karina Rios, Priscila Gazineu Client: Javier Meza, Andres Kiger, Luciana Feres, Patricia Esteves, Gian Martinez, Olivia Edmundson, Maria Calazans Agency: Momentum Planning: Rodrigo Helcer, Didi Oliveira Creatives: Danilo Moraes, Wal Bauer Production: Marcio Nicolini, Eduardo Cunha, Paulo Martins

Date

December 2012

Background

For most large city dwellers, Christmas has been losing its magic. They needed to create a campaign that would rescue the special date’s essence and magic. A date that values togetherness, caring and love for others.

Idea

Because Brazil is a large country, there are communities in secluded places that still value these sentiments and celebrate the essence of Christmas.  One such community is Suspiro, in the city of Betânia, state of Piauí. Suspiro has no access to electric light, and is so isolated that no one among its 900 inhabitants had ever seen Santa Claus before.

In November, through videos on the Coca Cola fanpage, they introduced this community to Brazil. Showing its residents, how they live, and most importantly, what Christmas means to them. They also discovered that most of children in that region couldn’t describe Santa Claus. In exchange for the example they set for the thousands of people who watched the video, they prepared a great surprise for Suspiro by encouraging internet users to send them Christmas messages.

Coca-Cola’s Christmas Caravan brought memorable moments of happiness to Suspiro´s residents. The traditional truck was customized with a LED screen on its back, which reproduced the Merry Christmas messages sent to the Coca-Cola’s website (www.coca-cola.com). The activity, created by WMcCann and locally produced by Momentum, was named "This Christmas help bring magic to all", and invited all Brazilians to share the Christmas magic and joy with the local residents two weeks before the caravan happened. Coca-Cola Xmas caravan had Santa Claus show to all inhabitants, that saw him for the first time in their life.

Results

More than 1 million views on YouTube in 1 week. Coverage by the major specialized media.