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Verisure Turns Santa Claus Into a Home Security Briefing
Verisure's Dear Santa campaign deploys a child's handwritten letter to Santa Claus as an unexpected vehicle for explaining the full range of the brand's monitored alarm system, launched in Brazil in December 2025 through a single-film integrated release created by Milà, the strategic-creative agency of Galeria.Holding.
The campaign's central conceit is both simple and immediately legible. A young girl writes to Santa not to request gifts but to warn him. Her home is protected by Verisure, she explains, and should he enter through the chimney or windows without prior notification, the alarm will sound, the smoke shield may activate, and the police will be called. The letter is an act of consideration for Santa's wellbeing, and its humorous resolution forms the film's payoff. In doing so, the campaign translates what is ordinarily a technical and anxiety-laden subject — home security — into something warm, seasonal, and emotionally accessible. As Rodrigo Monteiro, Verisure's marketing director, stated in materials reviewed by Clapboard: "Communicating the service we provide isn't simple due to the nature of the business. But we strongly believe in a new moment for the Verisure brand, one that combines more realistic and direct messages about our value proposition with more playful moments that connect us emotionally with people through universal and familiar codes, such as Christmas." The campaign was featured in the Shots Holiday Showcase 2025, according to Shots, marking external creative recognition at an industry level. In Brazil, where Verisure operates as a global leader in monitored alarms, the December 2025 launch positioned the brand squarely within the country's peak seasonal advertising window. Clapboard classifies the work as a film and integrated media campaign with one principal media asset.
Verisure operates in a category that resists conventional emotional storytelling. Home security advertising, particularly for monitored alarm services, has historically leaned on fear — the threat of intrusion, the vulnerability of the household. In Brazil, where Verisure competes against established local and international players including Prosegur and ADT, reframing the brand's emotional register required a strategic lever that could hold both functional demonstration and affective warmth simultaneously.
Christmas provided exactly that lever. The holiday season in Brazil carries deep familial resonance, and the figure of Santa Claus operates as a universal cultural shorthand that transcends demographic boundaries. By anchoring the campaign's narrative in a child's imaginative concern for an uninvited nocturnal visitor, Milà gave Verisure access to a tone — loving, charming, humorous, as Sleyman Khodor, partner and CCO of Milà, described it in materials reviewed by Clapboard — that the brand's core subject matter rarely permits. The strategic rationale aligns with what Monteiro described as a deliberate brand evolution: a move toward messaging that combines direct articulation of value with emotional connectivity through familiar cultural codes. This dual mandate is particularly relevant in the Brazilian market, where consumer trust in security services is earned through both rational reassurance and emotional familiarity. The global market for personal emergency response and monitored security systems is a growing sector, and while precise Brazil-specific figures are not independently verifiable here, the broader competitive environment in which Verisure operates demands differentiation beyond product features alone. Milà's approach — classifying the campaign as healthcare-adjacent in some archive systems, per Clapboard, and as professional services in others — reflects the genuine category ambiguity that monitored alarm brands navigate when seeking creative adjacencies.
The creative execution of Dear Santa rests on a foundational tension: a security system demonstration delivered through the logic of a child's imagination. Milà structured the film around the letter format, a device that is simultaneously intimate and expository. The girl's narration of Verisure's features — the alarm trigger, the smoke shield activation, the police notification protocol — functions as a product walkthrough, yet never reads as one because the dramatic stakes are entirely fantastical. Santa Claus is the intruder. The concern is genuine within the film's internal world. The humor emerges from that sincerity, not from winking at the audience.
Production credits for Dear Santa are not fully documented in publicly available sources, and Clapboard notes the campaign's credits reflect a lean integrated production typical of single-asset holiday films. What is confirmed is the creative leadership: Sleyman Khodor served as partner and Chief Creative Officer at Milà, the São Paulo-based strategic-creative agency operating under Galeria.Holding, and the campaign was published in Brazil in December 2025, according to Clapboard. The film's tonal calibration — warm rather than wry, generous rather than ironic — reflects a deliberate choice to honour the season's emotional register while ensuring that Verisure's specific product mechanics remained legible. The smoke shield and 24/7 monitoring are not gestured at abstractly; they are named and explained, delivered through a child's voice that makes each feature sound not alarming but protective. That inversion — security as care rather than security as vigilance — is the campaign's central creative achievement, and it gives the Dear Santa film a structural generosity that distinguishes it from category norms in Brazil's home security advertising landscape.
No independently verified third-party performance data — including reach figures, view counts, conversion metrics, or brand-lift measurements — for the Verisure Dear Santa campaign is publicly available at the time of writing. The campaign launched in Brazil in December 2025, and its external recognition includes a feature in the Shots Holiday Showcase 2025, according to Shots, which represents meaningful industry visibility for a single-asset film in a competitive holiday advertising season.
Clapboard assigns Dear Santa a score of 63 out of 100. That score reflects the campaign's genuine creative strength — its tonal precision, its functional product demonstration wrapped in narrative warmth, and its confident deployment of a universal cultural symbol — alongside structural limitations inherent to a single-film execution without documented amplification or measurable audience response data. The campaign succeeds in making Verisure's monitored alarm proposition emotionally accessible in the Brazilian market without sacrificing specificity. The alarm trigger, smoke shield, and police notification are all named and dramatised, not merely implied. Where the campaign's score is contained rather than elevated, it is largely because the structural effectiveness of the creative idea, however well-executed, cannot be assessed against real-world outcomes in the absence of verified metrics. For a brand articulating what Rodrigo Monteiro described as a new creative moment for Verisure, Dear Santa establishes a credible and repeatable platform tone — one that Galeria.Holding and Milà could extend across future seasonal and non-seasonal work in Brazil and potentially across other markets where Verisure operates.
Verisure's Dear Santa is a Christmas film campaign launched in Brazil in December 2025. Created by Milà, the strategic-creative agency of Galeria.Holding, it follows a young girl who writes to Santa warning him that her home is protected by a Verisure monitored alarm system, humorously demonstrating the brand's security features in the process.
Milà created the Dear Santa campaign for Verisure. Milà is the strategic-creative advertising agency of Galeria.Holding, based in São Paulo, Brazil. Sleyman Khodor, partner and Chief Creative Officer at Milà, provided creative direction, while Rodrigo Monteiro served as Verisure's marketing director overseeing the campaign's strategic brief.
Dear Santa was published in Brazil in December 2025, specifically on December 11, 2025, according to Clapboard. The campaign launched as a single-film integrated media release timed to the Brazilian Christmas advertising season, the most competitive window for emotionally driven brand campaigns in the market.
The Dear Santa film demonstrates three Verisure monitored alarm features. A child's letter to Santa explains that entering her home unannounced would trigger the alarm, potentially activate the smoke shield, and result in immediate police notification. The campaign presents these functional product details through the humorous premise of Santa as an unintended intruder.
Dear Santa was featured in the Shots Holiday Showcase 2025, according to Shots, representing notable industry recognition for the campaign. No additional award results for Dear Santa are publicly confirmed at the time of writing. The campaign holds a Clapboard Score of 63 out of 100, reflecting strong creative craft alongside limited documented performance data.
Dear Santa represents a deliberate creative shift for Verisure in Brazil. Rodrigo Monteiro, the brand's marketing director, described a new brand moment combining direct value-proposition messaging with emotionally resonant, playful storytelling. The campaign uses Christmas as a universal cultural entry point to make home security feel warm and accessible rather than fear-driven.
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