Campaign aims to reminds us that the Real Magic™ at Christmas takes place when we connect with one another
Coca-Cola is bringing Real Magic at Christmas, a?seasonal?campaign that?spotlights and celebrates the?real magic of community?and?togetherness. The multi-faceted campaign carries at its heart a simple message of festive joy and inclusion, reminding us that real magic happens in the moments of connection we share with others.
Real Magic at Christmas is anchored by a new short film which is supported by a series of activations across various channels, including influencer partnerships, consumer led activations and charity initiatives. The new film celebrates human kindness with a renewed relevance to the world we live in today.
Its uplifting tale shows a boy whose imagination and efforts gather a community’s goodwill at Christmas, creating a shared moment of magic around a festive meal and a Coca-Cola. The 60 second TVC edit will air on 1st December.
The new film, created by dentsuMB UK and directed by Sam Brown of Rogue Films, begins with a boy moving into a new apartment with his mum at Christmas. Standing in his new house, he notices there’s no fireplace and the realisation hits him. No chimney means no Santa! So, he decides to make one himself. The boy starts building a chimney of boxes and neighbours quickly band together to help finish it in time for Christmas.
Manolo Arroyo, Global Chief Marketing Officer at The Coca-Cola Company, said: “This is our first Christmas campaign under the new Real Magic brand philosophy for Coca-Cola. Coca-Cola has always believed in the magic of Christmas, and this year our campaign celebrates the real magic of him and connections. With a simple and uplifting message of unity, inclusion and positivity at its heart it aims to remind us that all we need for a magical Christmas is shared moments with community and the ones we love.”
Simon Lloyd, Chief Creative Officer at denstuMB UK, said: “Magic is all around us, but most of the time we don’t even notice. This story is set in an apartment block in the USA, but it could be anywhere. For most people in the world, living stacked up on top of one another is a reality; so close yet still strangers. But then global pandemic also bought neighbours together like never before. With Christmas cancelled for many last year, this humble holiday story focuses on what matters: community and generosity that connects us in an imperfect world.”
Beyond the film, the Real Magic at Christmas campaign features wider elements including:
Partnership with FareShare: An on-pack ‘Win a meal, give a meal’ promotion across Coca-Cola Original Taste and Coca-Cola Zero Sugar future consumption packs, giving consumers the chance to win food related vouchers, while donating meals Coca-Cola’s long-term charity partner, FareShare – a charity set up to fight hunger and food waste by redistributing surplus food to frontline charities.
Hero The Driver: A campaign that celebrates designated drivers as the unsung heroes of seasonal celebrations by offering a free second drink when they purchase a Coca-Cola Original Taste, Coca-Cola Zero Sugar or Diet Coke in up to 9,500 participating licensed venues – and in a number of managed operators including Greene King and Whitbread.
Bringing Real Magic to life: Bringing the new Real Magic TVC and platform to light with an experiential activation, taking place this December. More to come!