Ogilvy China wanted to revive Coca-Cola’s dated Christmas print campaign and transform it into a timeless and unforgettable piece.

The more I studied the coke can, the more apparent something became. With a simple belt, I could reveal a hidden Santa jacket. The combination of classic Christmas humour with subtle design instantly packed a visual punch. Posters of the design were placed in high visibility areas for maximum effect, including a 35 metre high billboard in Manila.

The campaign reinforced Coca-Cola’s renowned Christmas associations. As a testament to its success the campaign was shortlisted for several awards including a win at the Clio Awards for best outdoor advertising.