When Harry met Santa

POL - Creative Agency Rikke Sofie Jacobsen - Copywriter Pia Lystad - Art Director Marius Eriksen - Account Director Kristin Eidså Brantzeg Scheele - Account Manager Ole Jakob Skattum - Designer B-Reel Films - Production Sacarias Kiusalaas - Director Anisa Dzindo - Producer Tim Lorentzén - DOP Rikard Åström - Executive Producer Nils Andersson - Editor

The Norwegian Postal Service has connected people for 375 years, and will continue to do so regardless of orientation or gender identity. A fight that is truly a matter of the heart and a central part of their purpose. Diversity is one of the key pillars for Posten, and as a diverse workplace with great variation in terms of age, gender, religion, sexual orientation, and ethnicity, they embrace that they have a responsibility to work actively with diversity, inclusion, equality, and other fundamental human rights. Not only in Norway, but inspire the world. Even though the right to love whomever you want is a fundamental human right, and is not considered a political issue in free democratic societies in 2021, this is not the case in many countries around the world. 2021 was a dark year for everyone – A global pandemic, code red for our planet and more. Perhaps what we needed last year was a heartfelt love story? A celebration of the fact that we can love whomever we want in Norway, despite everything bad that happens around the world. Because, on the 17th of June 2022, it is fifty years since the decriminalization of homosexuality i Norway. For the majority of us, Christmas is a time we spend with those we love, and we wanted to show that love belongs to everyone, regardless of orientation, age, or whether you live on the North Pole. So, we made a story about how Posten made love possible, at the same time as we marked the anniversary in 2022 when it is 50 years since it became legal to love whomever you want in Norway. The 4-minute short film (ad) was released online on YouTube the week before Black Friday - the 19th of November 2021, and was supported by a press release to selected media i Europe and the USA. The rest went viral. This year's Christmas campaign from Posten, called "When Harry met Santa", has, according to calculations from Google, reached over 1,2 billion people in 150 countries across the globe. It was praised for its interpretation of Santa Claus as gay, and the four-minute Christmas Ad has been viewed over 2.5 million times on YouTube, gone viral in all social media on all continents, and received the attention of tens of thousands of media worldwide. The film has been loved by LGBTQ+ communities around the world, and shows how important representation is for integration, diversity and equality. The campaign has also created record breaking effects on all parameters, from brand building and positioning, to knowledge building and sales. Never before has Posten experienced anything like this. - Share of Voice (SoV): From 59 % in 2020 to 70 % in 2021. (18,5 % increase) - Liking: From 52 % in 2020 to 58 % in 2021 (11,5 % increase) - Stands out from other campaigns: From 41 % in 2020 to 76 % in 2021 (85 % increase) - The positive overall impression of Posten in the target group increased to the highest ever (82%) - 32.000+ news articles (web, newspapers, TV, radio, podcasts) in 137 countries - - 1.200.000 views on TikTok - 5.000.000+ tweets - Total reach: 1.200.000.000 (1,2 billion people) in 150 countries - Total impressions: approx. 3.000.000.000 (3 billion).