• by Larissa Faw , December 10, 2018

Hershey's nearly 30-year old "Bells" campaign is getting a makeover thanks to Dentsu Aegis Network’s Sidebar. 

In addition to the familiar chocolate bell-ringing spot that continues to run across TV and online, still smartly crafted by Ogilvy to ensure evergreen status, the concept has expanded into an interactive experience inviting people via Instagram Stories to play and hear new bell sounds, including hand bells, church bells, door bells, cow bells, DJ horn, and southern bells. Watchers are encouraged to share the video across their social channels.

This social experience is hosted on playthekisses.com, supported with an Instagram Story and in-feed Facebook and Instagram posts. 

McCann Santiago and Ripley have released an animated short film, “The magical night of Gaspar,” running in Chile and Peru to highlight the fact that Christmas is the beginning of fire season in the Southern Hemisphere. 

In the film, a family's holiday celebration is interrupted on Christmas Eve because the firefighting father must work. 

After launching Dec. 5 via an exclusive premiere by Chilevisión screens, the campaign has expanded to PR activations, including introducing the film’s characters at the Christmas tree lighting in Santiago's Plaza de Armas. 

Segura Viudas Cava is extending the Spain sparkling wine brand's "Open Up" brand platform that encourages people to step outside of their comfort zones by introducing a new version of the holiday classic, “Auld Lang Syne."

The campaign, developed by Republica Havas, centers around this new take composed and performed by R&B duo Lion Babe. The video features 10 artists including musicians, dancers, and performers together with Lion Babe. 

Segura Viudas is donating $25 to the non-profit Women in Music advocacy group for every viewer-submitted video comment.

Meanwhile, Ruavieja's holiday campaign is exceeding expectations. The #TenemosQueVernosMas effort that calculates how much time people have left in their lives to be with loved ones, has more than 12 million views between the brand's Spanish and English versions. 

With this viral success, Ruavieja and agency Leo Burnett Madrid are stopping all paid digital spend and diverting the remaining digital to sponsor trips for "loved ones to see more of each other." The brand first made this announcement Dec. 9 via print ads in two of the most prominent national newspapers in Spain, El País and El Mundo. 

“A client with a clear purpose is a jewel, but one that actually believes it and acts upon it this generously is a real treasure," says Juan Garcia-Escudero, creative director, Leo Burnett Madrid.