Coca‑Cola’s 2016 holiday campaign in Brazil focused on gratitude over tradition — inviting people to say “thank you” in meaningful ways.

The Thanks Box, a reverse vending machine, let users buy a commemorative Coke bottle, record a video message, and send both as a gift. Limited-edition packaging with messages like “Obrigado, amigo” reinforced the idea across shelves nationwide.

The campaign’s emotional centerpiece was the film “6224 Obrigados”, starring Isis Valverde as she delivered personalized Coke bottles to people who shaped her life. Launched across TV, cinema, and digital, the campaign merged storytelling and product design to position Coca‑Cola as a symbol of genuine connection.

Production company: O2, directed by Fred Luz