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.

2023 One Show - Moving Image Craft & Production

Alma - Christmas Always Finds Its Way

Agency Grey Global + Imagine Entertainment + PRETTYBIRD

Client The Coca-Cola Company / Coca-Cola

Category

Production Design

Annual ID

OS23_MI101M

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

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 - Alma

Vellas

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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