A brand refresh for Santa Claus using AI

By AdNews | 4 December 2023

Global Christmas powerhouse North Pole Inc. is looking to renew public interest following reports of declining relevance to modern audiences.

North Pole, enlisting the help of Australian indie agency Edge, is refreshing the face of the business - founder and CEO Santa Claus.

Using a wish list of AI technology, Edge created 24 new looks to fit the interests of today.

Delivered daily on Edge socials, they countdown to North Pole Inc.'s biggest day of the year.

Santa Streetwear via Edge Dec 2023"Cultural relevance is the North Star for any brand, and it was a privilege to help Santa and NP Inc find their edge," said ECD Ben Smith.

“A client willing to take risks and be brave is vital for us when we’re looking for partners to collaborate with, and they don’t come more open to doing that than the famous beardy bloke.”

MD Nicole Gardner said North Pole’s willingness to experiment with AI was a gift.

"It allowed us to supercharge some of our thinking and helped us show there’s more to Santa than a man in red who likes cookies," said Gardner.

Check out today's Santa on Edge socials.

“I’m proud of this evolution of the brand," Santa said.

"We’re already discussing what we can do with Rudolf.”


Client: North Pole Inc.

Brand: Santa Claus
Creative Agency: Edge


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