Think Christmas is only about gifts, tinsel and red-nosed reindeers?
The season is about having more Santas in the world (and we don't mean the bearded kind that slide down chimneys) who deliver small acts of kindness that bring people together.
The need for more people to reach out and do good, like Santa, is the essence of Coca-Cola's 2018 Christmas campaign, which invites us all to truly live the spirit of Christmas with its #BeSanta message.
The global campaign aims to inspire people to #BeSanta by reaching out to their local communities through random acts of kindness.
The campaign was led by
"We are proud and pleased that we played this influential role," says Milica Vulicevic Basorovic, director,
The campaign aims to break through the holiday content clutter and appeal to both digital natives and the young at heart through a focus on emotional storytelling.
"The world is increasingly becoming more and more divided. We need to take action and do what's within our power, as regular people, to make it a better place. The world needs more Santas," says Camilla Zanaria, CEE Coca-Cola Christmas content lead.
From "Be the reason someone smiles today" to "Buy a drink/meal for someone in need", Coca-Cola will encourage everyday, heart-warming actions that uplift spirits and connect people, one small act of kindness at a time.
"The #BeSanta campaign taps into the intuitive power that lives in all of us to do good in the world, to be compassionate towards others, and to create contagious optimism in the people around us," says Dmitry Muzychenko, IMC director, CEE.
There are three key campaign elements: #BeSanta, with ideas for acts of kindness; Coke Missions, challenging people to perform goodwill "missions" printed on the label, and a Holiday Calendar of daily missions over the entire holiday season (with offers related to missions).
The fully integrated campaign spans TV, digital out-of-home, social, digital video, UGC and shopper
The TV spot tells the story of an 18-year-old who is jaded with people singing carols, putting up Christmas lights and shopping for gifts. However, when he witnesses an injustice and performs a random act of kindness — giving away his Coca-Cola and sandwich to a homeless man (and getting a Santa hat in return) — he realizes that he was only focusing on the superficial aspects of Christmas. He sees that by making someone's day better, there can be magic in the small things as well.
The campaign was developed by the creative agency DAVID the Agency (Miami). The TV spot and digital content were created by Andy Fogwill (director of Coca-Cola's "Break Up" and "Pool Boy").