Bol brings Sinterklaas and Santa Claus together in new campaign: For a gift that matters
In its new holiday campaign ‘For a gift that matters’, bol shows how gifts can bring people together.
Under the motto “the best gift is one that connects,” bol, together with lead agency DEPT®, unites two iconic figures both literally and figuratively: Sinterklaas (the Dutch gift-bringer) and Santa Claus. For the first time, these two holiday legends team up to fulfil a special wish. Blending humour with heartfelt emotion, bol demonstrates that a gift is more than just a gesture: it has the power to bring people, traditions, and moments together. The campaign launches Monday, November 3, and runs through December 4.
This campaign highlights how the holiday season is really about connection and thoughtful gift-giving. In the film, directed by Jelle de Jonge (Holy Fools), we follow a young girl with one heartfelt wish for Sinterklaas: to celebrate the gift-giving holiday with both her parents together. When this request proves challenging even for the legendary saint, he enlists help from his fellow holiday expert. What unfolds is a relatable and charming partnership between Sinterklaas and Santa Claus as they work to make the girl’s wish come true.
Sinterklaas and Santa join forces
The film shows Sint and Santa brainstorming ways to fulfil the girl’s wish – over a game of pool, drinks at the pub, and a trip to the barber. Eventually, they come up with the perfect plan: to bring the parents together on ‘pakjesavond’(gift evening) with a special gift. They discover how a meaningful present goes beyond a surprise: it creates moments of connection. But the parents aren’t the only ones who connect. Sint and Santa also forge an unexpected friendship, and their adventures will continue across social media throughout the campaign.
“The magic of the holidays is all about togetherness, being there for each other, and sharing meaningful moments. Giving and receiving gifts that truly matter is an essential part of that. The special friendship between Sinterklaas and Santa in this campaign shows what gift-giving is really about: feeling connected to one another.
”Fiona Vanderbroeck, Director Consumer & Marketing at bol
“Gifts are central for bol, and that’s where this story about meaningful giving came from. We wondered what would happen if the two legendary figures who both represent gift-giving – Sinterklaas and Santa – actually met. What would they stand for? What would they do together? What would they recognize in each other? That’s how we created this story about a magical collaboration to find a gift that truly matters to a little girl.
”Ramin Bahari, Creative Director DEPT®
Campaign rollout
The campaign launches November 3rd across TV, online video, social media, radio, and out-of-home placements throughout the Netherlands and Belgium. All campaign elements work together seamlessly with one unified message: at bol, you’ll find a gift that truly matters. As always, the campaign takes a platform-first approach. The Sinterklaas and Santa story features prominently on linear TV, online video, and various social channels. The campaign also includes a wide range of assets that reinforce the ‘for a gift that truly matters’ message – from online video to outdoor advertising, and from organic social to branded content.
This campaign marks the latest chapter in the longstanding creative and digital partnership between bol and DEPT®, a collaboration now in its eighth year and known for human-centered campaigns full of humour.
