Directed by the Portuguese Pedro Varela, from Blanche, Coca-Cola's new global campaign placed the town of Cascais at the centre of organising a surprise birthday party, just a few days before Christmas.

“Merry Birthday” was developed by WPP Open X, led by AKQA and supported by Ogilvy PR.

Taking as a starting point the idea that people who celebrate their birthdays in the days closest to Christmas often do not have the celebration they deserve, Coca-Cola developed a campaign with the aim of focusing attention on these birthdays that are overshadowed for the festive season.


The filming involved the participation of 300 actors disguised as traders, customers or passers-by to make it look like a normal day in Cascais before the ultimate surprise birthday party. More than 15 hidden cameras were also used during the filming.

Developed as the final part of Coca-Cola's Christmas campaign “The World Needs More Santas”, the project was broadcast live on the brand's social channels, inviting people to participate and be part of this unique moment. The brand also encouraged people to share their birthday wishes on social media using #MerryBirthday.

“Our 'Merry Birthday' campaign is a fun and playful campaign that incorporates the concept of 'The World Needs More Santas' with a gesture of generosity and kindness that encourages the spirit of Santa Claus in all of us”, says Islam ElDessouky, global director of creative strategy and content at Coca-Cola, cited in a statement.