During Christmas, a very special Santa Claus makes a visit to a hospital that treats children with cancer. He makes an unforgettable surprise: he has cut his hair to become as bald as them, for them to stop seeing themselves as someone different, or weird, and to be more brave to face the disease treatment. This situation is worth remembering forever.

The solution was to create a film that captured the day that Santa Claus went to a hospital that specializes in treating children with cancer. It was an unexpected visit: he had shaven his head and was bald just like the patients recovering from the illness. This action was on the air for 25 days during the month of December.

To make the campaign stronger, we developed more content about other Santa Clauses that participated in meaningful projects around the country for children in need.

A list of viewer profiles was created from the main film to deliver other related stories through images and GIFs on Facebook. The premise was to cover at least 50% of Facebook likes on photos, with an effective frequency and maintain the conversation with supporting content.

With this campaign we have reached more than 33 million people in Brazil (surpassing our initial goal of 34%). 98% of the comments on the campaign were positive.

We have obtained over U$ 140.000,00 in earned media, in three different countries.

Our campaign has been highlighted as one of “The most emotional Christmas advertisement of the year” by EXAME – one of the biggest magazines in Brazil nowadays.

In relation to sales targets, this is the secondary objective for Christmas, the main part was for awareness only. Canon gave us a sales target for only two product posts with 30% discount. (600 sales and we achieved 931 – 55% above the objective)