For Christmas 2017, JWT São Paulo launched the “Thank You With A Coke” campaign, celebrating the small but meaningful rituals that make the holiday season special. The work featured playful, gratitude‑filled messages—over 30 unique phrases—printed on Coke cans and PET packaging, such as “Obrigado por fazer arroz sem uva‑passas” (“Thanks for making rice without raisins”) and “Obrigado por se arrumar só pra ficar na sala” (“Thanks for dressing up just to stay in the living room”).

Aimed at reigniting Coca‑Cola’s Christmas warmth without relying on traditional icons (like the truck), the campaign blended packaging, storytelling, and consumer participation. It turned everyday gestures into emotional moments reinforcing Coca‑Cola’s role not just in holidays, but in the fabric of personal connection and appreciation.

Production company: Final Frontier