To create an exciting and ownable Christmas campaign for AB Vassilopoulos, one of the leading brands in food retail, building further its emotional connection with the Greek audience.


The initials AB, not only stand for the brand AB Vassilopoulos, but also coincide with the initials of the words ΑϊΒασίλης, the Greek name for Santa Claus.


This inspiring discovery provided the idea for a truly ownable Christmas Campaign for AB Vassilopoulos. Showcasing slices of everyday life in the countdown to Christmas, two siblings misinterpret every mention of AB by their parents, believing that they refer to Santa!


From the obvious conclusion that “whenever you hear AB you anticipate something really good” the idea serves also as the perfect introduction for the brand’s revisited purpose.

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