Christmas Campaign X Oriental
Only in Puerto Rico (2021)
Christmas traditions aren’t universal. In Puerto Rico, they’re louder, longer, and more alive than the version most brands tend to show.
The campaign focused on those specifics. The music, the gatherings, the rhythm of the holidays that stretch beyond a single day. Instead of adapting generic Christmas imagery, the work leaned into what makes the season on the island feel distinct.
It wasn’t about redefining Christmas. It was about recognizing it as it already exists.
Original lyrics and music composed by Grammy award winner Cuco Peña
Centered the campaign on real Puerto Rican Christmas traditions, not generic holiday tropes
Highlighted the energy, duration, and cultural specifics of the season on the island
Positioned the brand as part of those moments, not outside of them