Coca-cola DM Coca-cola: Santa’s Forgotten Letters by Ogilvy Sao Paulo

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Coca-cola: Santa’s Forgotten Letters

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Industry Soft Drinks
Media Direct marketing
Market Brazil
Agency Ogilvy Sao Paulo
Creative Director Fred Saldanha, Claudio Lima
Art Director Pedro Izique, Izabella Cabral
Copywriter Fred Aramis, Megan Farquhar
Producer Suzanne Shropshire
Released June 2011


Cannes Lions 2011
Direct Lions Corporate Image & Information Silver
Outdoor Lions Stunts & Live Advertising Silver

Credits & Description

Type of Entry: Product & Service
Category: Corporate Image & Information
Advertiser/Client: COCA-COLA
Entrant Company: OGILVY BRASIL São Paulo, BRAZIL
DM/Advertising Agency: OGILVY BRASIL São Paulo, BRAZIL
Vice President / Executive Creative Director: Anselmo Ramos
Creative Director: Claudio Lima
Art Director: Izabella Cabral
Art Director: Pedro Izique
Copywriter: Fred Aramis
Copywriter: Megan Farquhar
Agency Producer: Nana Bittencourt
Account Director: Luis Carlos Franco
Account Director: Ana Paula Perdigão
Account Manager: Claudia Bastos
Executive Producer: Alex Mehedff
Director / Editor: Ricardo Mehedff
Music Company: Swing Musica
Sound Design Company: Swing Musica
Creative Excellence Director: Guido Rosales
Motion Graphics: Rubens Angelo
Production Company: Hungry Man
Producer: Suzanne Shropshire
Describe the brief from the client:
Adults don't care so much about Christmas anymore and its magic is almost lost. Coca-Cola challenged us to give adults a reason to believe in Christmas again.
Creative Execution:
Coca-Cola and Christmas have always gone hand in hand and its campaign this year is focused on reasons to believe. With this personalized door-to-door stunts we managed to perfectly tie both of them together, in a way that only Coca-Cola could do.
Describe the creative solution to the brief/objective.
We decided to make adults believe again by taking them back to a time when they believed: their childhoods. But how could we do that? By granting wishes on forgotten letters they wrote to Santa when they were kids.
We searched the world and, in the little town of Santa Claus, Indiana, found the Santa Claus Museum, a place that keeps letters to Santa dating back to the 1930's.
In Christmas 2010, we went through 60.000 forgotten letters, selected 75 of them and then set out on an impossible task: to find the writers and give them the exact gifts they asked for many years ago - from a Cathy QuickCurl doll to an Evel Knievel Skyrocket.
Describe the results in as much detail as possible.
We gave adults a reason to believe in Christmas again.