The Christmas Tale (Summary)
Coca-Cola is the original Christmas advertiser. In 2022, we rewrote the Christmas rules with an insightful campaign idea and innovative media approach.
A daunting but clear brief: our Christmas throne was under threat. Our iconic Christmas assets had become seasonal wallpaper and other brands had caught up. Time for a rewrite.
Our research unearthed the overlooked. Christmas isn't just a joyful extravaganza, it's a breadth of emotional ups and downs, including anger and sadness. Yet somehow, the joy and hope of Christmas find a way to prevail.
Our insight led us to a striking idea:...