The Brief:

The 2023 Coca Cola Christmas campaign should communicate the message "The world needs more Santas!" and create a unique brand experience that brings people together in an emotional and inspiring way.

The Idea:

We stage a magical drone show over the world-famous Christmas market at Cologne Cathedral.

The creative fusion of Christmas, the iconic backdrop of Cologne Cathedral and the well-known figure of the Coca-Cola Santa in just one campaign creates something special. Because all these elements share common values of joy, happiness and festivity.

The Twist:

The drone show was brought to life 100% with the help of CGI. It shows the popular Coca-Cola Santa, who makes it clear to us that there is a Santa in everyone and that even the smallest acts of kindness

The Results:

The campaign generated a lot of attention on social media:

30 Million impressions, 33,71% engagement rate.

Creative Idea

We stage a magical drone show over the world-famous Christmas market at Cologne Cathedral, which conveys the campaign message "The world needs more Santas!".

The creative fusion of Christmas, the iconic backdrop of Cologne Cathedral and the well-known figure of the Coca-Cola Santa in just one campaign creates something special. Because all these elements share common values of joy, happiness and festivity.

Iconic Alignment: Coca-Cola's Santa is synonymous with Christmas cheer, perfectly matching the campaign's message and the festive setting.

Brand relevance: The focus on kindness, generosity, and togetherness mirrors Coca-Cola's core brand messaging about happiness and shared experiences. The campaign directly reinforces the deeply ingrained association between Coca-Cola and the Christmas season.

Target Audience

The campaign's universal themes of kindness and Christmas spirit resonate across age groups, genders, and socioeconomic backgrounds.

Design Elements and Integration:

The campaign centers on a visually stunning CGI drone show with vibrant colors and magical imagery. It leverages the iconic Coca-Cola Santa for instant brand recognition. The majestic backdrop of the Cologne Cathedral adds tradition and scale.

Design Touchpoints:

The primary focus is on social media for maximum shareability (9:16)

Materials & Design:

The digital execution allows for precise control and fantastical elements while maintaining realism. Warm, festive colors reinforce the Christmas spirit, anchored by the Coca-Cola red.

Development & Process:

The concept included extensive storyboarding and on-location filming. We made sure that the original design of the Coca-Cola Santa Claus was transformed into a modern look with the help of CGI.

Choice of Elements:

The drone show offers novelty and 'wow' factor. The focus is on an emotional brand experience rather than direct product promotion, with a sense of large-scale impact despite the CGI medium.

Value added to brand:

Positive Association - The campaign reinforces Coca-Cola's connection to Christmas, joy, and togetherness.

Increased Brand Awareness:

The campaign's scale and viral potential on social media boost brand visibility.

Value for consumer:

The visually stunning drone show provides a unique and enjoyable experience.

Emotional Connection: The heartwarming message promotes positive feelings and can resonate with viewers.

Reach/cultural impact:

Social Media Buzz - The impressive 30 million impressions and high engagement rate indicate strong reach.

There were also countless comments and questions on social media about the successful implementation and authenticity of the drones.

Brand perception:

Reinforces Positive Image - Likely strengthens Coca-Cola's position as a brand that spreads holiday cheer.

A High engagement rate: 33,71%

While Christmas campaigns aim for long-term brand affinity, there may be a sales uplift during the holiday season, though it's hard to attribute solely to this campaign.