The Gift of Presence Campaign
The campaign successfully:
- Generated significant engagement through user-shared memories.
- Created authentic conversations about Nigerian Christmas traditions.
- Strengthened Coca-Cola's connection with local consumers.
- Established new narratives around presence over presents.
Creative Director: Ola Olaolu
Art Directors: Kehinde Akindele, Joel Jeff-Onyegbule, Nicholas Luke.
Copywriters: Peace Oshoko,
Brand Manager: Chibuzor Philips
The Challenge
While Coca-Cola's global Christmas campaign celebrated 100 years of iconic holiday advertising, we faced the unique task of making this milestone relevant during a pandemic year in Nigeria. The challenge was transforming a traditionally gift-focused season into a celebration of presence and human connection.
Our Solution
Led creative direction for a social media campaign that reimagined Christmas celebration through a Nigerian lens, focusing on moments of togetherness rather than material gifts.
Creative Strategy:
- Developed a storytelling approach that celebrated Nigerian family traditions and community bonds
- Created content themes around cherished holiday memories that resonated with local culture
- Adapted Coca-Cola's global Christmas assets to reflect Nigerian celebrations
Digital Execution:
- Directed social media content that encouraged sharing of personal Christmas stories
- Created interactive elements that sparked conversations about family traditions
- Designed shareable templates for users to highlight their cherished holiday memories
- Developed visual guides that maintained Coca-Cola's festive branding while incorporating local elements.
- Launched user-generated content series featuring real Nigerian family moments
- Created digital storytelling templates that made sharing memories engaging and easy.
By localizing Coca-Cola's global message for Nigerian audiences, we transformed a celebration of advertising history into a meaningful conversation about connection and presence during challenging times.
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