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Top 6: December 9th 2020
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Coca-Cola: Together the Magic HappensTop 6: December 9th 2020
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.
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