The Brand: NOS, the number 1 telecom brand in Portugal.

The Campaign: A Christmas Campaign with the main goal to generate awareness and goodwill next to the Portuguese consumers.

Brand Challenge: To have the best Christmas campaign of the year and establish NOS as a love brand in Portugal. The client wanted a real Christmas Campaign and not another campaign about Christmas.

Strategic Approach: Christmas is an important moment in the communication of brands that seek to strengthen their connection with people, sharing the values, traditions and the memories of this season. We needed to create an institutional campaign that could fill NOS with meaning, making it relevant and bringing it closer to the Portuguese consumers as never before, as well as creating something which could stand out from the Advertising noise in December. In order to do so, the NOS Christmas campaign should be bigger than a television movie. When we look at the best Christmas ads each year, such as the ones from Harvey Nichols or John Lewis, we realize that in this season people take the time to watch short movies that immerse them in the spirit of Christmas. Thus, to create a Christmas Storytelling we used an approach that was not only a central theme for NOS, but also an emotional building argument in the category and a human Christmas truth, Links. Links are everywhere in Christmas, in the presents we buy, in the kisses we give, in the texts we send everyone. Christmas brings people together, establishing and renewing links. The reason why people have this natural ability to create links during this season is due to the fact that they believe in the magic of the Christmas since they were kids.

The magic of Christmas exists because of the will of each one to make someone special believe. Only when we all believe (or make believe) this magic truly happens.

Creative Concept: "Believe and the magic of Christmas happens. Whenever you give more of yourself, there is more in us"

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Director: Zé Vieira
Account Director: Patricia Caetano
Account Manager: Rui Mascarenhas
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves