For most of us, Christmas 2021 wouldn't be the same, but for many children, it would be just as usual: a day of loneliness and vulnerability. Therefore, Bris wanted to create a small initiative that could draw attention to the situation of many children, but most importantly, could bring some joy to all the children who need it the most on Christmas Eve – and also make it easier for them to reach out to Bris. The outcome? Bris Digital Christmas Hosts: a Christmas Eve activity in collaboration with several of the country's most popular gaming influencers.

The campaign tapped into the Swedish tradition of having a TV-host “opening” Christmas Eve for viewers across Sweden, but with a large younger population no longer watching the “big screen” – we created an event reaching them where they are; on Twitch streams and other social channels, with hosts they like and look up to.

The campaign earned its coverage by all major news outlets in Sweden, from the biggest news channels on TV, to radio and daily newspapers and regionals. It also won us silverware at PR award’s “Spinn” and “Guldägget”.