Diversity is important for Posten, and truly a matter of the heart.

As a diverse workplace with great variation in terms of age, gender, religion, sexual orientation, and ethnicity, they embrace that they have a responsibility to work actively with diversity, inclusion, equality, and other fundamental human rights. Everyone should feel welcome, seen, heard, and included.

This year’s Christmas Campaign should embrace this. The brief was to come up with a new creative idea.

The objectives was to strengthen Postens position and increase knowledge and spark debates about diversity towards the main target group - urban women and men aged 18-39. Making Christmas more inclusive and offer a glimpse of hope to people all over the world who might have given up hope on love due to age or sexuality.

The 4-minute online film was created to spread virally and to be distributed, discussed and shared through media around the world, using PR to promote same sex relationships, fighting ageism and sparking discussion about tradition on a global scale.

We saw that if Posten wanted to create a large effect with relatively low market budgets, the safest alternative was to take the biggest risk. Creatively the idea should brake barriers around the world and engage media and audiences to debate, celebrate and share the love story.

2021 was a dark year for everyone – A global pandemic, code red for our planet and more. Perhaps what we needed last year was a heartfelt love story? A celebration of the fact that we can love whomever we want in Norway, despite everything bad that happens around the world. Because, on the 17th of June 2022, it is fifty years since the decriminalization of homosexuality i Norway.

For the majority of us, Christmas is a time we spend with those we love, and we wanted to show that love belongs to everyone, regardless of orientation, age, or whether you live on the North Pole.

So, we made a story about how Posten made love possible, at the same time as we marked the anniversary in 2022 when it is 50 years since it became legal to love whomever you want in Norway.

This year's Christmas campaign from Posten, called "When Harry met Santa", has, according to calculations from Google, reached over 1,2 billion people in 150 countries across the globe. It was praised for its interpretation of Santa Claus as gay, and the four-minute Christmas Ad has been viewed over 2.5 million times on YouTube, gone viral in all social media on all continents, and received the attention of tens of thousands of media worldwide.

The film has been loved by LGBTQ+ communities around the world, and shows how important representation is for integration, diversity and equality.

The campaign has also created record breaking effects on all parameters, from brand building and positioning, to knowledge building and sales. Never before has Posten experienced anything like this.

- Share of Voice (SoV): From 59 % in 2020 to 70 % in 2021. (18,5 % increase) - Liking: From 52 % in 2020 to 58 % in 2021 (11,5 % increase) - Stands out from other campaigns: From 41 % in 2020 to 76 % in 2021 (85 % increase) - The positive overall impression of Posten in the target group increased to the highest ever (82%) - 32.000+ news articles (web, newspapers, TV, radio, podcasts) in 137 countries - - 1.200.000 views on TikTok - 5.000.000+ tweets - Total reach: 1.200.000.000 (1,2 billion people) in 150 countries - Total impressions: approx. 3.000.000.000 (3 billion).