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 strengthen Postens position and increase knowledge and spark debates about diversity towards the main target group - urban women and men aged 18-39. 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.

What we needed last year was a heartfelt love story. A celebration of the fact that we can love whomever we want in Norway, despite everything bad that happens around the world.

Because, on the 17th of June 2022, it is fifty years since the decriminalization of homosexuality i Norway.

For the majority of us, Christmas is a time we spend with those we love, and we wanted to show that love belongs to everyone, regardless of orientation, age, or whether you live on the North Pole.

So, we made a story about how Posten made love possible, at the same time as we marked the anniversary in 2022 when it is 50 years since it became legal to love whomever you want in Norway.

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 US. The rest went viral.

"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 and shared 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.

The great international attention has lifted the campaign nationally and given attention far beyond what can be expected.