Lidl #SantaClara

  • Client: Lidl Int.
  • Role Viral Film: Idea, Creative Director
  • Role TVCs, Music Video: Idea, Creative Director & Film Director
  • Agency: Team Überground


#4 WORLDS MOST VIRAL XMAS ADS 2016! (Advertising Age).

You know, we know: the gender topic is up all agendas. It is on top of all lists. Women wearing beards. Kids with two moms or two dads. Girls leading in the industry. A same posture quote almost everywhere. But still: the woman is not, where she should be. And moreover is she not: Santa Claus. Let’s face facts: every year again The Meister himself Santa Claus gets all the fame. But in most families it is still the women who do all the work! We thought this is not only unfair, but also very outdated.

Santa Clara was born! She is the ambassador of a new kind of christmas. She spreads the message of  equality. Our traditional christmas time is full of love and happiness. Oh yes! But most of all: it is time for stress. Especially for women. Santa Clara brings joy and relaxation into this traditional idea.

We are very proud that this campaign runs europe-wide in more than 20 markets. This is a strong signal to all those traditionalist out there: be aware Santa Clara is coming!

With over 75 Mio views and 400.000 shares #SantaClara reached 4th place of Most Viral Christmas Ads. As Paris Hilton or Eva Longoria twittered their solidarity with #santaclara we knew, the message was understood.

The Campaign has won many awards including the "Grand Prix" at the Clio Awards 2017 for best integrated campaign.

PS: For the first time, the main role in the Disney-Christmas movie 2017 is not an oldschool Santa Claus, but? A woman!