Street Santas
Carrefour Financial Services
Issue 39 | June 2016
Agency
Shackleton
Creative Team
Executive Creative Director Nacho Guilló Creative Director Tania Riera General Manager Lucía Angulo
Production Team
Audiovisual Production Manager Manuela Zamora Producer Cristina Cortizas Production Company Garage Films Director Pablo Olivero Postproduction Telecine El Colorado Garage Films Editor Antonio Gómez Pan Garage Films Sound La Panadería
Other Credits
Brand Manager Paola Hernández Account Executive Ander Mateos
Date
December 2015
Background
Christmas was a time for giving and surprises but also, where possible, spreading peace, love and goodwill.
To help its customers, Carrefour Financial Services offered its clients interest-free credit during this period.
This time the store wanted to do more – by recognising and paying tribute to some of the people who work very hard over Christmas, but with little recognition.
Idea
Thousands of anonymous Santa Clauses brought the magic of Christmas to the streets of Spanish cities and towns every year, spreading happiness from behind the red suit without receiving, or seeking, any recognition for their efforts.
But life as a professional Santa was hard. The hours were long, they were out in the cold, they hardly saw their families and they often caught colds and flu from other people. They had no identity other than just another Santa. Xavier Cortez said: "When I step into a Santa suit, Xavier steps aside and Santa Claus takes over."
Carrefour wanted those who spread joy at Christmas to get their share of it too. Passers-by stopped a Santa in the street to give them a surprise: all their shopping, travel and Christmas presents for free at Carrefour.
Results
Carrefour e-mailed and texted links to the video to its 1.4m customers. The video was seen over 1m times in the short run-up to Christmas.
Our Thoughts
There's a nice insight behind this video: that the Santas who bring Christmas alive for so many are invisible and under-appreciated. They give up their identity. So why not surprise the people who give others a lovely surprise?
Carrefour wanted to show its customers what it did but it stays just the right side of milking the emotion. You get the feeling this was less of a stunt and more because it was a decent thing to do.