The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Cinematography / Single
Annual ID
OS23_MI095M
About the Work
How the brand who invented Christmas, reinvented it
From Santa Claus to the colour red, from the ‘holidays are coming’ to polar bears, Coca-Cola wrote the book on Christmas.
But when those icons have become so well embedded in culture that they’ve become seasonal wallpaper, what do you do?
As the brand that wrote the book on Christmas, we decided it was time for a rewrite.
In 2022, we took what every brand would typically do during the holidays and did the opposite.
When everyone was trying to win on TV, we switched our focus to streaming, which had just overtaken broadcast TV.
When everyone was trying to land a message in under 3 seconds, we made a 40-minute mini-series.
When everyone was focussed on landing one message, we told 3 nuanced stories of humanity’s ability to overcome any challenge.
We didn’t just create a Christmas campaign, ‘Christmas always finds its way’ was a world first, created with Ron Howard’s production company ‘Imagine Entertainment’ and launched on the world’s biggest streaming platform, Amazon Prime.
The series told unusual stories of artificial intelligence, vampires and rediscovered love that showed that no matter the background, generation or genre, the Christmas spirit always finds a way to bring us together.
And breaking the rules paid off.
The series had 3.5million episode views, the trailer was viewed more than 5 million times and assets from banners to bumpers led to more than 950 million impressions globally. It also had the highest amount of PR coverage compared to any other Amazon brand funded programme.
But most importantly, even though it was definitely different (8/10 people thought it was novel in Mexico), 90% who saw the series still spontaneously associated it with Coca-Cola, showing that when you make the rules, sometimes the best way to get people’s attention, is to break them.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Grey Global
Production Company
Imagine Entertainment
PRETTYBIRD
Chief Creative Officer
Alejandro Devoto
Creative Director
Constanza Rossi
Jessica Bass
Talia Rapp
Director of Photography
Andre Chemetoff
Khalid Mohtaseb
Matthew Jensen
Executive Creative Director
Brent Singer
Strategist
Bia Bonani
Donna Yan
Account Director
Jack Barber
Associate Creative Director
Enrique Torguet
Manuel Castillo
Chief strategy Officer
Raquel Chicourel
Director - Tiny Christmas
Jb Braud
Global Business Director
Bridget Yeates
Harriette Hanson
Global Head of Strategy
David Toussaint
Managing Partner
Agi Varanyi
President & CCO Grey Latam
Diego Medvedocky
Project director
Courtney Borg
Kerrie Braithwaite
SVP, Account Director
Elvia Ortiz
Worldwide Chief Creative Officer at Grey & Global Chief Creative Officer for OpenX from WPP
Javier Campopiano
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