In the 1990’s Coca-Cola truly owned Christmas. With films such as ‘The Holidays are coming’ and ‘Polar Bears’ becoming cultural icons of their time. But there has been mixed success in recent years. Perhaps a reflection on how hard it is to nail a big global piece of work at the most competitive time of year. Therefore, there was a huge ambition from both the brand and the agency to not only launch a great piece of film, but to launch a campaign, a platform, a point of view that truly resonated globally across markets. Step in ‘The World Needs More Santas’. A celebration of the most democratic of things in the holiday season. Kindness. Something anyone can do. No matter where they are. Launching the global platform this film established a city filled with hundreds of Santa’s. A magical world where kindness rules.

We agonised over the choice of music on this work, but when we found it we knew we had the answer. ‘I could be Santa Claus’ was so wonderfully right for this film. Originally written for ‘A year without Santa Claus’ 1974. And sung by Shirley Booth. The playful, light-hearted yet clear lyrics and melody made it not only catchy, but it aided the comprehension of the film. With lyrics ‘Anyone can be Santa’ even being included at the beginning of the film. But the original wouldn’t do. It was clear that it needed a modern and contemporary twist. Step in Celeste. With her incredibly dynamic, unique and memorable tone that took the track to another world entirely. The way she built emotion into her vocals was incredible. Going from playful, jolly and upbeat in the beginning, to emotive, soft and sincere in the conclusion. Memorable in every way.