Following a first film launched for Halloween, Loxam returns with a new chapter in a saga built around key seasonal moments – this time at Christmas. A new campaign created by agency New Business, playfully reminding audiences that the best place to rent equipment all year round will always be Loxam – even when you’re Santa Claus.
A new event film
This new film, produced using generative AI, features a reindeer – an iconic symbol of Christmas – who finds himself stringing together a series of odd jobs. Guard reindeer, customs reindeer, even a coat rack in a luxury restaurant… one job after another. Why? Because Santa Claus has found a more efficient alternative: a Loxam freight lift, allowing him to deliver presents quickly and effortlessly. A playful wink designed to blend naturally into this key moment of the year.
The campaign premiered in France during the 2025 FIFA Intercontinental Cup Final on December 17, and will also run across Europe (the Baltic States, the UK, Ireland, Italy, Portugal and Spain) and in Brazil.
Social media amplification
In addition to the film, content on Instagram and Facebook will support the campaign through teasers and short-form content, broadening reach and multiplying touchpoints.
Heroiks Group agility at work
This project showcases the Heroiks Group’s cross-disciplinary expertise – spanning media, creative, generative AI production and social media – driven by a shared ambition: to produce quickly, to a high creative standard, and in tune with the moment. By reducing costs and production timelines, generative AI and creative–media integration are opening up new possibilities – bringing the speed and tactical mindset of social media to traditional TV. As a result, the film and its accompanying social media content were conceived, produced and brought to air in under three weeks.
“With this new campaign, we’re continuing to shape Loxam’s communications toward more agile ways of speaking, closer to how audiences engage today. By combining AI with a strong creative idea, we show that it’s possible to combine the impact of mass media with the responsiveness of social — while staying true to the brand’s DNA: making professional equipment accessible to everyone, in every situation.”
Alexandre de Fenoyl, Director of Operational Marketing, Communication and Sales
“This campaign shows our ability to produce TV work at the speed of social media. Generative AI helped streamline production, but the impact comes from the creative idea. The result is a sharp, playful campaign designed to land immediately.”
Florence Couvidat, Deputy Managing Director, New Business Agency
