Does Santa have a stylist?
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Not quite. He does have a great look, inspiring joy and mirth wherever he goes. But his "stylist", if you can call him that, has long since kicked the proverbial bucket.
Santa's vintage look of jolly fat man in a red suit was first depicted by painter Haddon Sundblom in 1931 when he devised a new marketing campaign for Coca-Cola. Before Sunbloms infamous paintings, Santa usually sported a green outfit and he was a lot skinnier, too. The Coca-Cola version of Santa Claus became so famous that the "green version" disappeared and has now been completely forgotten. The "new" Santa Claus will forever be linked to Coca-Cola, and that's where Demonstrate comes in to spread the coke side of joy and laughter. For the second time around, the Coke caravan hit the Belgian streets. D8 imported the original trucks from America (a long and arduous journey, but that's another story…) and designed them to look like exact replicas of the Coke trucks you see in the world-famous Coke TV ads.
The start of the Coke X-Mas caravan turned into a great PR stunt at Tour & Taxi's. People gathered round to experience the caravan live and loads of famous Belgians (yes, they do exist) and their kids came by to wish Santa Claus a safe trip across Belgium. The media coverage was overwhelming.
D8 designed more than the outside of the caravan. On the inside of one of the trucks, a custom made American style living room was built to welcome kids and their parents for a chat and a photo opportunity.
The tour wasn't just random, either. People had the chance to win a visit of Santa Claus. The lucky winners could hardly believe their eyes as the impressive fairytale caravan actually rolled up right into their street to hand out exclusive Coca-Cola X-Mas gifts!
All the neighbours were invited and everyone received free Cokes to celebrate X-mas.
Afterwards, the tour also participated in the VTM Christmas parade and several other traditional Christmas family gatherings. 'T was indeed the season to be jolly, (everybody!) falalalalala lala la la.
