SANTANDER
Christmas Tales
AMPRO Globes Awards:
- Best Entertainment Action During the Pandemic / Gold
CONTEXT
In 2020, Santander Brasil implemented various Christmas initiatives in São Paulo, with a special focus on solidarity and community support in light of the challenges posed by the COVID-19 pandemic. The event was adapted to the new realities of social distancing and restrictions on gatherings, aiming to create a positive impact during difficult times.
These actions included virtual celebrations, charitable campaigns, and community outreach programs designed to uplift spirits and assist those in need. By fostering a sense of togetherness and compassion, Santander sought to embody the true essence of the holiday season, while also ensuring safety and compliance with health guidelines.
PERFORMANCE
I was responsible for the project management of Santander's Christmas event, which needed to adapt to pandemic restrictions. In partnership with the agency B/Ferraz, we created an unusual musical spectacle that was broadcast on large building façades in four cities, ensuring social distancing was respected. Real stories of resilience during the pandemic were animated and projected, allowing the audience to watch from a distance.
The project gained significant attention on social media, resulting in over a 300% increase in brand interactions. I managed a multidisciplinary schedule with 300 parallel tasks, coordinating the development of key visuals, communication plans, approvals, hiring, and the entire process of pre-production, production, and post-production. This included animations, set design, costumes, rehearsals, and recordings. The event received extensive media coverage, with dozens of articles published, showcasing its innovative approach and community impact during challenging times.