“We work a lot with OpenAI, Bane and others because it allows us a chance to not only invite participation, but really democratize how people can be creative with the work and the campaign and feel part of it,” claimed Eldessouky.

The quiz will be promoted through on-pack QR codes, offering the chance to win prizes, including a trip to Santa’s official hometown of Rovaniemi. Out-of-home posters will run in each of the 80 markets, highlighting everyday moments that feature unexpected acts of kindness.

The annual Coca-Cola truck tour will also take place once again at events across various markets, encouraging participation through activities such as sending digital seasonal cards, enjoying local food stalls and meeting local charitable organizations.

“We try to always have a good balance between live events and digital experiences with inspiring pieces and seed people talking as well as through traditional media or even video platforms which are all super important,” said Eldessouky.

He clarifies that the main objective of this activation is not data collection. While he admitted it was part of the Coca-Cola ecosystem, it was not an outcome focused upon.

Credits:

Director: Pontus Lowenhielm, as part of the directing collective Traktor.
Production company U.K: Stink Films
Managing director/executive producer: John Chad
Line producer: Lucy Gossage
Production company Bulgaria: Icon Films
Executive producer: Millen Nickolov
Editorial: Final Cut, London
Editor: Rick Russell
Executive producer: Michelle Corney
Offline producer: Nikki Porter
Postproduction: VFX, Grading, Finishing – FrameStore, London
Creative director: VFX supervisor – Kamen Markov
Post producer: Alexia Paterson
WPP Open X led by VMLY&R, Ogilvy and Essence Mediacom.