| Filosofia | 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. The Special brought expressive results. It was watched by more than 15 million people on TV and became the number one Trending Topic of Christmas Eve in Brazil for 8 hours, in addition to reaching the third position in the world trends. The press also celebrated the story. The newspaper O Globo said it was “A Christmas with essence in representativeness”, while Folha de São Paulo stated that “It pointed paths for the Brazilian TV”. According to Monica Albuquerque, Director of Development and Artistic Accompaniment at Rede Globo, “Together the Magic Happens is a project that has a purpose. It speaks of humanity, of diversity. And we also believe in the importance of bringing the content and commercial areas closer together. We aim for content that has meaning and relevance for the country”. For Poliana Sousa, Coca-Cola Brasil’s Marketing VP, the Special “Reinforced the importance of the topics covered. To embrace inclusion and representativeness is a responsibility and a commitment that is part of Coca-Cola's DNA. |