1. UPGRADED SANTA

2. Insight: There’s a new type of Christmas anxiety over there: the fear of not
getting everything done on time for Christmas. People are running
through crowded stores, fight over toys, run in a crazy shopping cart
competition of “buy it all, have it all”. Fathers are becoming makeshift
Santa Clauses, mothers become professional cooks, and kids get
nervous over toys. So, what better time to get organized and simplify
your life?
Rational: Although Christmas is supposed to be one of merriest moments of the
year, it could get a little bit hectic. That’s when Microsoft can help a lot.
Concept: We’ll use irony, playing along the duality of the “wonderful time to be a
family” line. We’ll introduce the busiest family of all: St. Claus’ family, a
hyperbola for every family out there trying to cope with a hectic
Christmas time, that makes it through using Microsoft products.

3. Short character description

4. Santa
Charismatic, kind, talkative,
conquering, charming. Favorite way
to relax - drinks tea on his special
armchair. When he gets mad, he
speaks fast and his face turns red.
Wants to be meticulously, but
doesn’t have patience and quickly
gets annoyed.
He likes to show his strength to
everybody, but with discretion -
when someone is watching, he
pretends he lost something and is
searching it under the heaviest
objects (boulders, logs, couch etc).

5. Santa’s wife
Housewife, she loves to invent new
recipes for sweets. Merry, kind,
warm, patient, equilibrated - family’s
element of normality. The kind of
person you always want to be
around, because she offers that
feeling of safety and happiness.
Organized, she often helps Santa.
Likes to give advice and encourage
everybody.
Overprotective, especially with the
Elf. Never gets angry, her calm often
annoys the one she is talking to.

6. Elf
Technology specialist. Aware of his
intellectual abilities, arrogant, superior
(when someone needs help, he doesn’t
explain the process, he just grumpy
executes and leaves). Silent, cold,
distant. Although very young, he
doesn’t like mother’s attention. Makes
his own researches (has a laboratory).
Working on a secret plan: a chip to
control the reindeer with a remote.

7. The reindeer
Hazy, dizzy (easily distracted by a
game, a stick, a ball). When it
comes to holidays or play, he gets
overexcited (trembles with
impatience, can’t be controlled). He
loves to dance (does it all the time
in the mirror). Clumsy - he breaks
objects in his way, but knows it’s
wrong. Aware of his mistakes he
tries to shirk. Likes to overwhelm
with his presence, to make himself
visible.

8. POSM Materials

9. Poster (KV))

10. Flyer

11. Roll-up (generic)

12. Roll-up (integrated in laptop corner)

13. Wobbler

14. Wobbler

15. Wobbler

17. Banner

18. Email layout

19. OOH

20. OOH