We took over the most remarkable and visible moments of Christmas:

• Shopping: We set giant Christmas trees in shopping malls in all the country. We invited everyone to share their good wishes and put them into Coca-Cola bottles to hang them at the Coca-Cola trees.

• New Year’s Eve: Since the nineteenth century, Spaniards greeted the New Year by eating twelve grapes to accompany the striking of the bells at midnight in Madrid’s Puerta del Sol, the Spanish equivalent of Time Square. Since 1962 this event has been televised live. This was the place where we really wanted to be in order to reach the whole population with our message. We chose a song released in the 1980s, which since then has become an anthem of La Puerta del Sol and New Year´s eve. Fifteen minutes before midnight we held the largest karaoke-videomapping at the bells building in La Puerta del Sol. The popular Karaoke was meant to be the perfect vehicle to live and share together a moment of happiness and the spirit of Christmas in a massive way.

• The Tree Kings Parade: We participated in a spectacular parade along 5 km in the heart Madrid, at its central avenue. It greets the arrival of the three kings, who are associated with present giving and the end of the Christmas period in Spain.

All activation were supported with OOH advertising in conventional and digital supports of all the country, plus subway ambient media. The campaign dominated the best digital screens of the country.