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 … read moreaccordance 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.
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