Near the end of 2019, Tarjeta Cencosud, one of the biggest credit card companies in Latin America, implemented a campaign to bring a sense of magic back into Christmas shopping.

At least 50% of annual sales are made in December, and the over-saturation of offers and promotions can ruin the element of surprise for parents Christmas shopping for their children. 

Wunderman Thompson worked alongside Tarjeta Cencosud to vanish offers and prices from its communication. Instead they installed digital billboards that showed Santa with his toys.

These billboards then sent signals to parents’ phones. By doing so, they helped adults to learn about the Christmas promotions of the products that their children wanted, without the children ever noticing.

For its innovative use of OOH technology, The Drum's readers voted the campaign the Creative Work of the Week.

Make sure to view our latest Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.