Production period: 8 months (June 2025 to January 2026)
Background
The Sámi are an Indigenous people who have lived across Northern Europe for centuries, preserving a distinct language, traditional clothing, and a way of life centered around reindeer herding. However, forced assimilation policies imposed by neighboring countries such as Norway, Sweden, Finland, and Russia have greatly weakened Sámi language and traditions.
Today, the Sámi are dispersed across multiple national borders and face a range of challenges including inconsistent government policies, lack of language education, cultural discrimination, and environmental threats. As a result, Sámi culture is disappearing at a rapid pace, and the symbols and stories that once connected their shared identity are gradually being forgotten.
Insight
What we have long believed to be the traditional image of Santa Claus is not simply an ancient folk character, but a symbol deeply rooted in Sámi culture. The key elements that define Santa, including reindeer, sleighs, and clothing, originate from the Sámi way of life. However, through Coca Cola’s marketing in the 1930s, these origins were gradually erased, and the red suited Santa became the global standard image.
Correcting this distorted narrative is not simply about revising history. It is also a cultural opportunity to reconnect the Sámi identity, which has been fragmented across national borders, through a single shared story.
Idea
Pepsi aims to bring the Sámi story and the true origin of Santa back to the world through a global Christmas icon. By doing so, it seeks to make a disappearing culture visible again and reconnect a fragmented identity through a shared story.
Role
Project Management, Research, Planning, Concept, Music Arrangement, Film Script, Storyboarding, Art Direction, Color Grading, Character Design, Logo Design, Motion Design, Visual Mockups, Caseboard Design
Team Member
Hyeji Hwang — Changwon National University
