Coca-Cola, a brand of Atlanta-based The Coca-Cola Co., launched Real Magic at Christmas, a seasonal campaign that spotlights and celebrates the 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 is 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 digital channels including influencer partnerships, local community initiatives and in-store activations. The new film, created by dentsuMB UK and directed by Sam Brown of Rogue Films, embraces and celebrates human kindness with a renewed relevance for the world we live in today, the company says. 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 Coke, it adds.
The film 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 realization hits him: no chimney means no Santa. He decides to make one himself. The boy starts building a chimney of boxes and neighbors quickly band together to help finish it in time for Christmas.
“This is our first Christmas campaign under the new Real Magic brand philosophy for Coca-Cola,” said Manolo Arroyo, global chief marketing officer for The Coca-Cola Co. “Coca-Cola has always believed in the magic of Christmas and this year, our campaign celebrates the real magic of human 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 dentsuMB UK, added: “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 across the world, living stacked up on top of one another is a reality; so close, yet still strangers. But the global pandemic also bought neighbors 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.”
The new film will be available in a new, two and half minute-long format, as well as a series of shorter versions, and is available in 90-plus markets around the world. In addition, there will also be two 20-second short stories featuring the main film’s other characters, showing all the tales that can be told at Christmas.