US Creative Work of the Week: Brazilian shopping mall imagines Santa’s Christmas Eve

Iguatemi malls' holiday campaign imagines Santa's Christmas Eve

Iguatemi, a shopping mall chain in Brazil, has introduced a new campaign focused on the importance of having good moments with friends and relatives through the lens of Santa's Christmas Eve.

Conceived by the Ampfy agency, the film reinforces Iguatemi’s brand positioning that presents its malls as “settings for remembrance”. The visual language employed is based on paper crafts, produced with 3D CGI and touches of motion graphics, with the animation showing the characters giving Christmas color and life.

We see Santa whistle for his sleigh, which is pulled by not eight, but one peppy reindeer. He goes house to house to drop his gifts, finally returning sadly to an empty home.

He then hears another whistle and is called to the home of his reindeer and other North Pole residents, who bring joy to the jolly old elf.

An exclusive version of the classic song, Auld Lang Syne was recorded by American singer-songwriter Elizabeth Ziman for the soundtrack. Brazilian multi-instrumentalist Milton Guedes is the man behind Santa’s whistle, a sound motif that ties the film together.

For its animated magic and creative look at Santa’s travels, The Drum’s readers voted this campaign the US Creative Work of the Week. See the short film by clicking on the Creative Works box below.

To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up-to-date with all the advertising, design, and creative projects from around the globe, visit our Creative Works homepage.

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