The 4-minute short film (ad) was created to spread virally and to be distributed, discussed and shared through media around the world, using PR to promote same sex relationships, fighting ageism and sparking discussion about tradition on a global scale.

We saw that if Posten wanted to create a large effect with relatively low market budgets, the safest alternative was to take the biggest risk. Creatively the idea should brake barriers around the world and engage media and audiences to debate, celebrate and share the love story.

Diversity is important for Posten, and truly a matter of the heart. As a diverse workplace with great variation in terms of age, gender, religion, sexual orientation, and ethnicity, they embrace that they have a responsibility to work actively with diversity, inclusion, equality, and other fundamental human rights. Everyone should feel welcome, seen, heard, and included.

This year’s Christmas Campaign should embrace this. The brief was to come up with a new creative idea. The objectives was to build the brand and strengthen its position and increase knowledge and spark debates about diversity towards the main target group - urban women and men aged 18-39.

What we needed last year was a heartfelt love story. A celebration of the fact that we can love whomever we want, despite everything bad happening around the world. Because, in 2022, it is fifty years since the decriminalization of homosexuality i Norway.

Christmas is a special time of year, old traditions centered around core family values. “When Harry met Santa” is a film that uproot this family norm through love, and aims to modernize tradition by provocative use of our most iconic Christmas character. Promoting same sex relationships, fighting ageism and sparking discussion about tradition on a global scale. Making Christmas more inclusive and offer a glimpse of hope to people all over the world who might have given up hope on love due to age or sexuality.

The right to love whomever you want is a fundamental human right, and is not considered a political issue in free democratic societies in 2021. However, this is not the case in many countries around the world. Our insight showed that on the 17th of June 2022, it is fifty years since the decriminalization of homosexuality i Norway. An anniversary that will be celebrated throughout 2022. But not in many countries where equal rights are far from standard. So w wanted to raise awareness around the globe with a love story from Norway - the most inclusive country in the world.

So we made a 4-minute short film (ad) with English subtitles to be spread virally and distributed to a few key media around the world - som that the issue could be discussed and shared through PR in media around the world.

The 4-minute short film (ad) was released online on YouTube the week before Black Friday - the 19th of November 2021, and was supported by a press release to selected media i Europe and the USA. The rest went viral.

This year's Christmas campaign from Posten, called "When Harry met Santa", has, according to calculations from Google, reached over 1,2 billion people in 150 countries across the globe. It was praised for its interpretation of Santa Claus as gay, and the four-minute Christmas Ad has been viewed over 2.5 million times on YouTube, gone viral in all social media on all continents, and received the attention of tens of thousands of media worldwide.

The film has been loved by LGBTQ+ communities around the world, and shows how important representation is for integration, diversity and equality.

The campaign has also created record breaking effects on all parameters, from brand building and positioning, to knowledge building and sales. Never before has Posten experienced anything like this.

- Share of Voice (SoV): From 59 % in 2020 to 70 % in 2021. (18,5 % increase)

- Liking: From 52 % in 2020 to 58 % in 2021 (11,5 % increase)

- Stands out from other campaigns: From 41 % in 2020 to 76 % in 2021 (85 % increase)

- The positive overall impression of Posten in the target group increased to the highest ever (82%)

- 32.000+ news articles (web, newspapers, TV, radio, podcasts) in 137 countries - - 1.200.000 views on TikTok

- 5.000.000+ tweets

- Total reach: 1.200.000.000 (1,2 billion people) in 150 countries

- Total impressions: approx. 3.000.000.000 (3 billion).