In the current Coop Christmas campaign, TBWA focuses on everything that connects us

Coop and TBWA\Zurich are continuing last year's Christmas story with a charming twist. This year's campaign is also all about notes and positive messages - and how we use them to give each other a smile.

With the 2023 Christmas campaign "Let's give each other a smile", Coop showed that a small gesture can make a big difference. The protagonist, an empathetic Coop employee, wrote loving and encouraging messages on small pieces of paper and gave them to customers to put the proverbial smile on their faces at Christmas time. Due to the exceptionally good response to the campaign and its activation measures, which included real note messages in the sales outlets, Coop is continuing with the existing concept this Christmas season.

Once again directed by Tobias Fueter, the film focuses on a Christmas skeptic who initially doesn't feel like smiling. However, through an emotional written exchange with a Coop employee, he regains access to his own fond memories. Without further ado, he writes them down on a piece of paper that a warm-hearted customer finds while shopping. A sensitive exchange ensues, which connects the two and ultimately even leads to a spontaneous Christmas party together.

The film can be seen as a full version and in cut-downs on TV. The accompanying, multi-faceted 360-degree campaign was once again implemented by TBWA\ Zurich and, in addition to various online and social media channels, also uses special formats such as the Teads Display Carousel to bring the motivating messages to people in an even more innovative and targeted way. However, physical messages will also once again try to brighten up people's everyday lives during the darker months of the year.


Client: Coop Cooperative. Campaign conception and implementation: TBWA\Zurich. Moving image production: Onfilm x Stories. Media Planning: TWmedia. Music: HitMill.

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