I never stopped believing in Santa. I think he is magical and that his existence is purely one to be felt during the festive season. As a child, we were told of this big white bearded man carrying a big bag of gifts and would slide down the chimney sneaking into our house only to surprise us with lots of gifts the next day. He keeps us remembering the magic of christmas and these vivid memories of childhood remains beautiful today. However, not every child enjoys that same growing up journey. There are many young children in Peru that were forced into working on the streets since early childhood. To some of them, Santa might never have existed. The magic of this holiday season never seemed to appear. Worse of all, they might even stop believing in him. Advertising agency, Conectart Group, Lima decided to create this magical Christmas with their “Santa Undercover” campaign. Santa goes undercover and approaches these kids asking them to polish his boots only to reveal a secret message. The kids then gets a surprise gift from a nearby gift kiosk. Santa would give them a nickel and they can retrieve this magical gift by pulling down the lever. A well thought campaign that is both simple and meaningful.