Abra o Presente e Celebre a Vida | Clapboard Ad Archive

Open the Present

Description

Open the Present is a thoughtfully crafted holiday campaign launched by Vodafone Portugal in November 2019, developed in collaboration with the creative team at Wunderman Thompson. Set within the Electronics and Technology industry, this film medium campaign centers on the emotional and reflective spirit of Christmas. It invites audiences to embrace the holiday as a moment not only to celebrate life, family, and friendship but also to reconcile with unresolved issues from the past. The campaign’s narrative encourages taking the first step toward making peace with the past, opening the metaphorical present that the future holds, and seizing new opportunities for meaningful connections. By weaving themes of hope, renewal, and human warmth, Vodafone positions itself as more than a technology provider—it becomes a facilitator of personal transformation and deeper relationships during the festive season. The film encourages viewers to engage with the brand’s Christmas offers and digital channels, fostering an interactive dialogue through links to special holiday deals and social media platforms like YouTube, Facebook, and Instagram. This approach strengthens Vodafone’s emotional connection with consumers while showcasing its offerings in a context of positivity and forward-looking optimism. Open the Present communicates a powerful message about growth and reconciliation, aligning Vodafone’s technological innovation with the universal values of generosity and togetherness during the holidays, ultimately reinforcing brand loyalty and relevance within the Portuguese market.

Credits

Client

Vodafone

Agency

Wunderman Thompson

Creative Director

Pedro Magalhães

Copywriters

Marco Figueiredo, Diogo Stilwell

Art Director

Pedro Santos, André Alberto

Account Management

Graça Magalhães, Sónia Reis

Producer

Marta Guapo

Production House

Krypton Films

Director

Augusto Fraga

Cinematographer

André Szankowski

Music

Ameba

Campaign Proposition

The "Open the Present" campaign by Vodafone Portugal, launched in November 2019, positions the brand as a facilitator of meaningful connections during the Christmas season, emphasizing reconciliation and renewal. The campaign’s core proposition revolves around the idea that the holiday period is not only a time for celebration but also an opportunity to address unresolved past issues and open oneself to new possibilities. By intertwining technology with emotional storytelling, Vodafone frames its services as enablers of positive, life-affirming experiences, reinforcing the brand’s relevance beyond mere connectivity. Strategically, the campaign taps into culturally resonant themes of family, friendship, and forgiveness typical of the Christmas period in Portugal, leveraging a narrative that encourages reflection and renewed relationships. The creative approach focuses on an emotional storytelling genre, which appeals to viewers’ sense of nostalgia and the universal desire for personal reconciliation. This insight underpins the targeting of a broad audience likely to be engaged by holiday sentiments — individuals motivated by family values and emotional closeness. By casting the brand as a partner in opening new chapters and embracing the future, Vodafone seeks to deepen its emotional resonance and brand affinity. The combined use of a narrative film and digital platforms (YouTube and social media channels) supports a market strategy designed to maximize reach and engagement during a season when consumers are more receptive to emotionally charged messaging. Ultimately, the campaign aligns Vodafone’s technological offering with the intangible value of human connection, positioning the brand as integral to celebrating life’s meaningful moments.

Creative Device

FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. This Vodafone campaign, titled 'Open the Present,' uses a clear narrative approach centered on reconciliation and emotional renewal during Christmas. The description foregrounds personal transformation—making peace with the past and embracing the present—as its thematic arc. In classic brand storytelling for the holiday season, the product (Vodafone's connectivity or service) is likely woven into the resolution, enabling or facilitating meaningful connection and togetherness, thus playing a decisive role in the narrative outcome. There is no emphasis on direct demonstration, testimonial, competition, exaggerated symbolism, or celebrity presence, but rather a story-driven emotional journey—fitting the exemplary story format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats