Christmas has been losing its magic in large cities of the world. It has increasingly turned into a date of consumption and less a date of reflection and union. And for a brand so much linked to Christmas as Coca-Cola, this fact represents risk.

We looked for a place where this excess didn´t exist. We found the town of Betânia do Piauí, a community in the countryside where people still live a pure Christmas. A place that has remained invisible for years; Coca-Cola looked at it and realized that was still possible to find the purity of Christmas in there.

We found this magical place. Betânia do Piauí, an isolated community lost in the countryside of Brazil.

During November, we showed films with testimonials on Coca-Cola’s fanpage, inviting people to see how this village usually celebrates Christmas.

As a Christmas gift for this community, we took the Coca-Cola caravan and Santa Claus and promoted a special and magic night that will never be forgotten.

After that, we left them all a real present: the Happiness Club. A place where all the kids will play in a real court protected from the burning sun.

Away from clichés and charity, the proposal was to bring a humanized Christmas. Where a brand looked into the eyes of the people. A night that will surely be remembered forever by the whole community.

A relationship that began in that magic evening and that through the construction of "Happiness Club" will last forever.

After talking to the residents, we found out that they had never had an event or a ceremony organized for them. Exactly for establishing a true link with the residents, rather than passing values that the brand had about the date, we transmit the values in which that community believes.