Empathy and connection. These are the keywords of Coca-Cola’s global Christmas campaign in 2021. Launched by the platform “A Magic Happens”, the brand’s communication includes several fronts of actions that reinforce the concept that the magic of Christmas happens when the people are together. And in order to inspire Brazilians, the brand launched its Christmas Choir, with classic music from the time of the Coca-Cola Caravans.
Signed by WMcCann and developed in partnership with Globo, the action has artists and influencers responsible for transmitting the message to the Brazilian public, inviting people to participate in the choir. The content hub will be on the GShow platform, with promotional materials and videos from campaign participants. You can use a filter to upload content with #ShareAMagia. Some will be selected to appear in the program Encontro com Fatima Bernardes.
“Our goal is to celebrate the importance of connection and empathy between people. And there’s nothing that represents more togetherness this Christmas season than a great Christmas Choir. We invited actors, influencers and the Brazilian public to live the magic of Christmas together with Coca-Cola and Globo”, explains Poliana Sousa, leader of the Coca-Cola brand in Latin America.
The communication journey also includes a pillar with actions that will be carried out in the content of the special ‘Together with Magic 2’. The project is a continuation of the special that aired on Globo in 2019 and which, in a year marked by the pursuit of racial equity, gave life to the first black Santa Claus on Brazilian TV. The initiative was recognized at the last Cannes International Festival of Creativity, with a Golden Lion in the Entertainment category.
Now, the new film brings the Santos family again, and tells the story of Solange (Jéssica Ellen) and her son Caio (Pedro Guilherme), who are looking to find his father on Christmas Eve. In addition to Coca-Cola, this second part of the special is also supported by Gallo olive oils.
In addition, the project has the exhibition of an exclusive break, which will air on December 24, during the ‘Jornal Nacional’ break, acting as Coca-Cola’s great Christmas message.
In order to broaden the advertiser’s message, the Globo Impacto tool will still be used for media planning. “It is a collaborative, cross-platform project, which will guarantee engagement and conversation on and off screen”, emphasizes Herbert Zeizer, Globo’s commercial director for Consumer Goods.