SANTA'S SCHOOL OF REAL MAGIC BY COCA-COLA

Creative idea

Faced with the challenge of turning Coca-Cola’s iconic Caravan from a passive show into active participation, we leaned into the brand’s global platform “The World Needs More Santas.” The insight was simple: kindness spreads best through involvement, not observation. That’s how “Santa’s School of Real Magic” was born—a mobile academy traveling with the Caravan, training thousands of new Santas through playful tests, AI-generated Santa IDs, and festive rituals. By moving through a record number of Romanian cities, we transformed audiences into givers, making Coca-Cola the brand of generosity, not just celebration.

Brand name: COCA-COLA
Advertiser / client: Coca-Cola Services
Product / service: Beverages/ Soft drinks
Campaign name: SANTA'S SCHOOL OF REAL MAGIC BY COCA-COLA
Agency network: INDEPENDENT AGENCY
Agency: GODMOTHER BUCHAREST
Creative director: EDUARD EINHORN
Art director: GABI NICULAE, CLAUDIU HALMAGEAN, BOGDAN CSAPO
Copywriter: DRAGOS CAZAN
Account director (agency): COSMINA TANASE, ROXANA MUNTEANU
Client account director: ALICE GAVRIL
Managing director: ALICE GAVRIL
Strategic planner / strategist: ALICE GAVRIL
Additional company: Claudiu Lovin Tiberiu Toitan Alex Barbieru