Joseph x Coca-Cola

Christmas hype needs a voice that already lives in the moment it's selling - and Joseph does exactly that, always surrounded by friends and family, always enjoying the occasion. That made him the natural fit for Coca-Cola Zero Sugar's festive push. His content didn't have to manufacture the feeling of Christmas togetherness; it simply captured what was already there, with the brand woven in rather than bolted on. The result felt like a genuine moment, not a seasonal ad.