46664/Coca-Cola - "Black Santa (Case Film)"

WMcCann

WMcCann São Paulo, Brazil

Awards

14449

This ad is part of the ACT Responsible Collection

Brand: 46664/Coca-Cola
Country: Brazil

Advertiser: Coca-Cola Company

Title	Black Santa (Case Film)
Title (original language)	Together the Magic Happens (Film Case)
Agency	WMcCann
Campaign	Together the Magic Happens
Advertiser	Coca-Cola Company
Brand	46664/Coca-Cola
Date of First Broadcast/Publication	2020 / 12
Business Sector	Soft Drinks, Tonics
Philosophy	Promoted by the “Instituto Identidades do Brasil” (Brazil’s Identities Institute), the main organization related to the promotion of racial equality in the country and which acts in accordance to the 2030 agenda of the United Nations, the “Prêmio Sim à Igualdade Racial 2020” (Yes to Racial Equality Award 2020) took place this week. For the first time, Coca-Cola has been named as an Advertising Spotlight. Along with WMcCann and Rede Globo, the brand was recognized for the TV special that marked the 2019 Christmas Eve, “Juntos a Magia Acontece” (Together the Magic Happens). For the first time, TV Globo’s Christmas Special, the most traditional in Brazil and aired since 1965, was created in partnership with a brand. And Coca-Cola took advantage of this opportunity to spark a cultural debate with a black Santa Claus. The Special was named as the concept of the brand's Christmas campaign, “Together the Magic Happens”. And told the story of Orlando, a retired grandfather who decides to work again to help his family financially. As Christmas was near, he tries to become a shopping mall Santa. But he faces prejudice and gives up. But the magic happens. And he becomes the Santa of the Coca-Cola Caravan. A story that also revealed an author who is starting her story. The writer, Cleissa Regina Martins, is only 24 years old and was discovered in a Laboratory of Black Narratives at Flup, the Literary Fair of the Peripheries. In her first TV script, Brazil saw a Christmas tale written from a representative standpoint. Bringing the essence of Christmas as it is in the economically disadvantaged families of Class C, which is equivalent to more than half of the Brazilian population. The Special brought expressive results. It was watched by more than 15 million people on TV and became the number one Trending Topic of Christmas Eve in Brazil for 8 hours, in addition to reaching the third position in the world trends. The press also celebrated the story. The newspaper O Globo said it was “A Christmas with essence in representativeness”, while Folha de São Paulo stated that “It pointed paths for the Brazilian TV”. According to Monica Albuquerque, Director of Development and Artistic Accompaniment at Rede Globo, “Together the Magic Happens is a project that has a purpose. It speaks of humanity, of diversity. And we also believe in the importance of bringing the content and commercial areas closer together. We aim for content that has meaning and relevance for the country”. For Poliana Sousa, Coca-Cola Brasil’s Marketing VP, the Special “Reinforced the importance of the topics covered. To embrace inclusion and representativeness is a responsibility and a commitment that is part of Coca-Cola's DNA.
Media Type	Branded Content
Length	138 seconds
Chief Creative Officer	Hugo Rodrigues
Chief Creative Officer	André Marques
Chief Operating Officer (COO)	Kevin Zung
EVP	Marcio Borges
Creative Director	Ricardo Weitsman
Associate Creative Director	Felipe Gomes
Creative Team	Alexandre Xela Oliveira
Creative Team	Bruno Mukai
Creative Team	Felipe Latgé
Creative Team	Ricardo Weitsman
Creative Team	Felipe Gomes
CSO	Renata Bokel
Planning Team	Luiza Portella
Planning Team	Jorge Gloss
Planning Team	Marianna Valmoré
Planning Team	Evelyn Cristina
Attendance	Fabricio Aurichio
Attendance	Renata Veloso
Attendance	Barbara Santana
Attendance	Marcella Braga
Attendance	Renata Milhas
Media VP	André França
Media Team	Elton Baesso
Media Team	Lorena Dias
Media Team	Bruno Mendes
Media Team	Guillermo Perret
Digital Media	Dianne Di Celio
Digital Media	Felipe Figueiredo
Digital Media	Mayara Ferreira
Digital Media	Alarico Antunes
BI	Raquel Scrivano
BI	Viviane Vela
BI	Anny Atti
BI	Geisy Panisset
BI	Miguel Masuet
BI	Mariana Zinsly
Production VP	Tato Bono
Integrated Production	Juliana Lutterbach
Integrated Production	Mariana Veronez
Editor	Yuri Porto
Editor	André Penha
Post Production	Hugo Gama
Sound Production	Sonido
Music Supervision	Lucas Duque
Sound Design and Mix	Joao Miguel
Service	Alessandra Ferreira
Service	Ligia Susini
Post Production	Ciro Sollero
Graphics	Nereu Marinho
Graphics	Maurício Martim
Graphics	Ricardo Pereira
Digital Production	Juliana Lutterbach
Digital Production	Mariana Veronez
Project Manager	Erika Casal
Project Manager	Felipe Ribeiro
PR	Kerena Neves
PR	Bruna Ramos
Approval Client	Poliana Sousa
Approval Client	Yugo Motta
Approval Client	Erika Wolthers
Approval Client	Laís Emilião
PR	Marina Peixoto
PR	Helena Bertho