Christmas Rules for the Bears

Edgard Gianesi Creative Director at David (Brazil) revamps the bears for Coca-Cola and christmas



Give us an overview of the campaign, what is Christmas Rules about and what was your role in the creation?
This X-mas ad is part of a campaign we aired in the last couple of months where we introduced the concept of "Home Rules". Every house, every home has its rules, but when we're together as a family, it all ends up being good. Meaning we're better together. And Coca-Cola has an important role to play in these moments. For the X-mas ad we decide to show the rules and moments of a family of bears, being the bear a traditional Coca-cola brand asset. My role: CD.
Was the brief for this holiday campaign any different that than the usual? What challenges did that present?
Normal X-mas brief
What inspired you to approach the campaign this way?
Being the Bear a tradicional Coca-Cola brand asset, we saw in the opportunity a great chance to show what can possibly happen in a family of Bears.
What’s a “behind the scenes” story that only you know about?
The amount of craft invested in the execution was incredible. The production house effort and dedication to the quality was fantastic.
Are there any holiday ad tropes that you think should be retired by now?
Nothing to mention
What is your favorite holiday campaign of all time?
John Lewis - the Bear and the hare
What can we expect from your agency in 2019?
2018 has been a great year so far. We performed very well at
Cannes with Coca-Cola and we hope to keep it up for next year with other clients as well.
What do you think the advertising industry's New Year’s resolution should be?