Christmas Always Finds Its Way
Award: Shortlist
Shortlist / Entertainment / Scripted Long Form / 2023
From polar bears to Santa Claus to Holidays are Coming, Coca-Cola wrote the book on Christmas. But when those symbols have become so well embedded in culture that they’ve become seasonal wallpaper, what do you do? As the brand that wrote the book on Christmas, it was high time for a rewrite. In 2022, Grey took what every brand would typically do during the holidays and did the opposite. When everyone was trying to land a message in under three seconds, Coca-Cola ran a 40-minute miniseries.