Always looking for new ways to tell their story, Coca-Cola set out to make a holiday campaign to remember. Christmas Always Finds Its Way is the company’s first big foray into branded storytelling with an anthology series. It is part of Coke’s “Real Magic Presents” initiative that launched last year, keeping true to the brand’s mission of telling stories of human connection in a magical way.

The series was created in partnership with an award-winning, global production company that tasked its stable of diverse directors to shoot 10 - 15-minute long films in their home countries and in the language of their locale, with subtitles where appropriate. A Brazilian, American, and French filmmaker were selected to contribute to the campaign, all bringing their unique perspectives to the project and crafting stories that would resonate globally.

Partnering with Amazon put the films into over 100 countries via its platform, which was promoted heavily through the holiday season. In addition to streaming, the films were also promoted via custom Amazon Fresh bags and a Twitch watch-along in Europe.

For Coca-Cola, this is just the beginning of long-form exploration of multi-platform storytelling. Christmas Always Finds Its Way exemplifies the growing opportunities to create new forms of entertainment content and engage audiences in enhanced and rich ways.