Christmas is a key moment for Coca-Cola. It is filled with big meal occasions – Coke’s biggest driver of growth. Across markets, it was key to increase volume share.

The business objective was to create volume share growth within total beverages by increasing consumption during the Christmas season. To achieve that, we had to strengthen our ties with the holiday.

The north star of our campaign was very clear: Reclaim our position as the leader in Christmas advertising. As the brand who helped create the modern image of Christmas we needed to cut through again – no easy task when every other brand had come to the Christmas TV ad battle.

To win Christmas we re-wrote the rules of advertising creating with Ron Howard and his production company longer form, deeper emotional content that became Amazon Prime’s first multilingual anthology.

Alma

A story about a town in Mexico that has fallen out of love with Christmas

The town of Tlalpujahua, Mexico is the Christmas decoration capital of the world, where every day feels like a holiday. But just as factory worker Elena, and the town at large, start to lose their festive cheer, something unexpected happens. A sentient computer begins to ask questions about the meaning of Christmas, and things start to change.