Christmas has always been an iconic date for Coca-Cola.

However, it is a date that has been losing its meaning for most Brazilians: more than a day of reflection and union, it turned out to be a “retail” date which people only think about what to buy and what they will receive as a gift.

For a brand that has always been related to Christmas, this represents a risk.

So, it was important to reaffirm these pure values of Christmas and make people to restore, themselves, this connection with the date.

We looked for a place where this excess didn´t exist. We found the town of Betânia do Piauí, a community in the countryside where people still live a pure Christmas. A place that has remained invisible for years; Coca-Cola looked at it and realized that was it still possible to find the purity of Christmas in there.

In the first phase of the campaign, with testimonials on videos, only Facebook was used, so Internet users could feel themselves as part of the campaign, since their comments and messages were passed on to residents of Betânia.

In the second phase, we recorded a film that described the whole magic night that happened in the community. The one-minute film was broadcast on a major TV channel. We also created a 3-minute version for YouTube.

Away from clichés and charity, the proposal was to bring a humanized Christmas. Where a brand looked into the eyes of the people. A night that will surely be remembered forever by the whole community.

A relationship that began in that magic evening and that through the construction of "Happiness Club" will last forever.