In the Sinterklaas campaign, we saw the beginning of a special friendship between Sinterklaas and Santa Claus. But once Sinterklaas returns to Spain, Anna notices how much Santa misses his new friend. So she comes up with a gift that perfectly captures what the holidays are all about: how one small gesture can mean so much.

Small gesture, big connection
Fiona Vanderbroeck, Director Consumer & Marketing at bol:
“The holidays are about being together and paying attention to one another. More and more people are looking for gifts with meaning: not bigger, but more personal. That’s why we help our customers find a present that truly fits the person they want to surprise. A well-chosen gift says more than words and creates a moment of connection between giver and receiver. In our Christmas commercial, Anna shows how a small gesture can spark a strong sense of togetherness.”

Ramin Bahari, Creative Director at DEPT®:
“In the first part, we saw how a special bond developed between Sinterklaas and Santa Claus. For the sequel, we asked ourselves: how does Santa feel when his new friend travels on again? With this, we complete bol’s holiday story, a lighthearted and warm film centered around attention and meaning.”

Campaign rollout
The Christmas campaign comes to life across a wide range of channels: television, online video, radio, outdoor, social media, online advertising, creators, influencers and display. A standout element this year is a towering Christmas present that appeared at Utrecht Central Station on 1 December. Inside the gift is a miniature Christmas village filled with references to the past year, where bol brings back special moments and encounters. Visitors will spot nods such as the comeback of K3, Lieske’s wine bar Bodemdrift, and Claude’s Eurovision performance. In this way, bol brings together the stories and memories that made the past year special. The Christmas village will move to Rotterdam Central Station on December 12 and remain there until December 29.

Image: bol Christmas village at Utrecht Central. Credits: Wendy van Bree

Gifts that matter: from Gift Helper to the magical gift bus
Throughout the entire holiday season, bol focuses on meaningful giving. With that in mind, bol launched the Cadeauhulp (Gift Helper) in the app at the end of November, a smart AI tool that helps customers find the right present quickly by asking just a few questions.

Through the magical Bollebozen gift bus, bol brings this same spirit to children for whom receiving a gift is not always a given. The bus is currently touring forty schools across the Netherlands and Belgium, offering children a magical experience with a spectacular show, an interactive letter game and a book for every child. In doing so, bol makes meaningful giving truly accessible to everyone.

The Christmas commercial is now live everywhere.

Credits bol:
Brand: Bol
Director Consumer & Marketing: Fiona Vanderbroeck
Head of Brand Marketing: Danielle Snoeij
Brand Communication Manager: Esmee Blom, Renee de Brouwer, Sophie Heeringa
Media Manager: Sylvana Lageweg, Simone Monster, Kelly Siemons
Digital Advertising Consultant: Jeroen Mulder, Martijn de Valk, Jim van der Klein
Social Campaign Manager: Anne Vonk, Dominique Baartmans, Isaac Diepenhorst

Agency: DEPT®
Account Director: Sanne Fleur Frencken
Account Manager: Madelon Egbertzen, Yael Junggeburth
Project Manager: Robin Bau Santos
Strategy: Jan Govaert, Anne-Sophie D’Hoog, Yolan Post
Creative Directors: Menno Schipper, Paul Wood, Ramin Bahari
Creatives: Sjoerd Wingens, Mitchell Diercks, Rienk de Vries, Niels Bredemeijer
Social Creatives: Luca Mascini, Tom Jacobs, Mirjam van Veen, Iman Safaie, Julia Born
Agency Producers: Koen Barnhard, Friso de Ronden
Post Producer: Marloes de Rijke
Socials Producers: Rosa Stamato, Isabel van der Kroft
Holy Fools: Jelle de Jonge, Wikke van den Burg, Jan Sencur 
Edit: Kapsalon
Grading & Online: Post Office
Sound: Earforce
Music & Licensing: Massive Music