Christmas Film for Iguatemi Shopping Mall Highlights the Importance of Sharing Moments

To celebrate Christmas, Brazilian shopping mall chain Iguatemi launches a new campaign focused on the importance of having moments of sharing and caring with friends and relatives. Referencing the familial aspect of the season, the campaign puts forward the question: who could be Santa Claus’ Christmas Eve companion?

Conceived by Ampfy agency, the film reinforces Iguatemi’s brand positioning that presents their malls as 'settings for remembrance'. The visual language employed was based on paper crafts, produced with 3D CG with touches of motion graphics, with the animation showing the characters giving Christmas colour and life.

“We began to wonder what would Santa’s own Christmas Eve be like. After a long day delivering presents all around the world, would he come home to find no one waiting to share Christmas dinner with him, like all the families he saw along the way?” says Ampfy’s partner and creative VP Fred Siqueira. “With a whistle, we bring several characters from Christmas tales over to celebrate together with Santa Claus."

For the soundtrack, an exclusive version of the classic song, Auld Lang Syne was recorded by American singer-songwriter Elizabeth Ziman. Brazilian multi-instrumentalist Milton Guedes – who’s played with renowned local acts like Caetano Veloso, Gilberto Gil, Rita Lee and Roberto Carlos – is the man behind Santa’s whistle, a sound motif that ties the film together.

“Christmas is very important to us. Iguatemi works every day to make each and every one of its malls a place for excellent shopping and leisure, especially this time of the year. With this campaign we intend to strengthen that positioning and get even closer to the consumer,” says the company’s marketing and sales VP Marcelo Miranda.