Santa schools Richmond

Santa's set up shop at the Richmond Centre in B.C. this Christmas season.

In this first edition of stimulant‘s Anti-Depressant countdown to Christmas, we look to B.C.’s Richmond Centre mall where Santa Claus arrived with Mrs. Claus in a GM zero-emission, Fuel Cell Chevrolet Equinox, accompanied by a troupe of 38 elves. To reflect the new faces of Christmas in 2009, on top of visits and photos with Old Saint Nick, Santa’s holding School of Christmas classes, featuring Santa Sessions, Elf Storytime and Christmas Traditions.

Santa also decided to throw in an interactive web experience that includes an online School of Christmas, video of elves reciting the Elf Pledge and Santa Q&A. To top it all off, Santa, Mrs. Claus and all the elves have their own trading cards to give to kids. Santa’s card features an augmented reality execution where children can go online to see if they’re on his nice list. Vancouver-based Inventa helped Santa with concept dev and in-mall execution, while Vancouver-based Hangar 18 handled print materials.