Urban Arts, an utterly unique digital art gallery, could not have a traditional Christmas campaign. Its essence is the creativity, transgression and freedom inherent in art. To challenge its customers to have a unique and unpredictable holiday season, we created #NatalUAU (#ChristmasWOW), a very fun experience hosted by a Mysterious Elf, our own “ghost of Christmas. With short and unpredictable videos for Instagram and Facebook, our elf invited customers to celebrate a unique Christmas and suggested a lot of art they could give friends and family. The true spirit of #NatalUAU by Urban Arts.
In 2014 we created the first Christmas campaign for Urban Arts, Brazil’s most unique and contemporary digital art gallery. We needed to think outside the box and draw attention, in the midst of all the holiday hype, to a new gift option: digital art. Nothing could be better than HoHoHell Christmas, starring a Santa Claus who was anything but conservative, “jolly,” or “old”: “Pere NoHell”. In a Facebook fan page, people shared their worst experiences involving Christmas gifts. The best stories served as inspiration for the videos, in which Pere NoHell joked sarcastically about that particular type of gift. In addition, Pere NoHell gave real-time tips on how to prevent Christmas blunders in a special web series and online chats. For the chain of physical stores, we created POS materials like stickers, mobiles and a life-sized Pere NoHell, with whom customers took pictures and posted on social media.