The Brief

Hide My Ass! Wanted a fun Christmas campaign that would show just how much of an authority they are on the internet and how people use it. They also wanted an idea that would show their brand as the warm, fuzzy and family-friendly one it is. Finally, given their global presence, any idea had to work all over the world. 

The Big Idea

For decades there’s been fake news going around that’s intent on snuffing out the magic of Christmas… that Santa Claus isn’t real. 

These days it’s easier than ever to stumble across this bogus story and it’s all thanks to the internet. Imagine: a kid hops onto Google asking where to send their letter to the man in the red. Instead, young Charlie is bombarded with websites saying Santa doesn’t exist.

However, thanks to our idea, parents could protect their kids from the world wide web of Father Christmas fibs. We created a free browser plug-in that took any search results, webpages or social media posts saying Santa wasn’t real and covered them up them with a picture of jolly St. Nick in his workshop.

A simple idea, based on a great insight, told through brilliant content and a smash-hit PR story in 15 countries. 

Merry Christmas.