Santa Claus gets bald this Christmas
The way ordinary people manage to transform their lives at the end of the year. This is the message that Canon’s Christmas film wants to share. Encouraged by the concept “There are moments we keep forever“, the campaign follows the same creative and thrilling feel as the previous campaigns.
According to Tânia Abe, Marketing Supervisor of Canon Brazil, Christmas is an important time to do good and inspire people to do so. ”It’s the way we work day by day at Canon and its part of our corporative philosophy, Kyosei, to live and work together for the greater good“, says Abe.
Signed by Dentsu, the film which integrates the campaign and that will be broadcasted in Brazil and several Latin American countries, Santa Claus’ visited to Hospital ITACI, Institute of Childhood Cancer Treatment, connected to Children Institute of Hospital of Clinics from University of São Paulo’s Faculty of Medicine.
Among several “old good men” that were selected, José Salomão who has been Santa Claus for 11 years accepted to be part of this surprise. During the visit, when the kids were already excited with his presence, he did something very heart touching. He began to shave his own head. Afterwards, the kids are encouraged to help him, enchanted by the attitude of that powerful and loved figure. At the end, they looked the same: all bald. That was an unexpected present.
Nothing went by unnoticed, every second was registered and eternalized with several pictures with bald Santa Claus and the children. The pictures were printed and used as decoration for the Christmas tree. To Filipe Cuvero, Creative VP of Dentsu Creative Group, ”We are never really sure about the outcome when we work with genuinely exciting people. We are Always surprised with all the stories and reactions. Seeing those children’s face and Santa Claus’ sincere reaction were indescribable scenes of pure joy.“
At the end, employees, parents and doctors gave their statements about the sentimental impact of Santa Claus’ visit, specially towards the children. One of the mothers made a request: that Santa Claus’d come back the next day. ”Today was so special that should be repeated. If you come back tomorrow, I’m sure it would be even more special than it was today. So, come back tomorrow." According to Geogia Guerra-Peixe, Director of the film, “To direct this film was an exercise of love. I appreciate the whole team dedication to this job. It wasn’t easy to find a hospital and invite the children, but we succeed. During the takes, not everyone knew what was going to happen. The hospital was aware of Santa Claus’ visit and the kids believed that we were going to film an end of the year party in which the visit was the filming staff. Only Santa Claus knew that he would shave his hair and this was a great surprise for everyone.”
Transforming people’s Christmas
In addition to the film, the campaign shares real stories of three other people that transformed the Christmas of others families. One of them is Caiçara Santa Claus, 64 years old Cesar Heckler. Cesar began to grow White hair at an early age. His German face features with green eyes and White hair attracts children all year long. He has assumed the role of Santa Claus at APAE since 2010.
Tatiane Ramalho, 38 years old, has been transforming people’s lives with the support of music. Owner of a large smile, Tatiana has been enrolled with music since she was a child. Her life was and still is an art. She then created “Laços Sonoros”, where she teaches music education and music therapy.
The third story is about Fátima Labigalini, 70 years old. It all began when a neighbor needed to find a family to shelter refugees during Christmas. Within a second, the neighbor thought about Fátima. As predicted, she accepted without a second thought: she welcomed a Syrian Family consisted of two parents and their four kids to celebrate Christmas with her.
Author Dentsu Brasil