For the Christmas season, the campaign for Hansa shifted into a brighter, more generous mode. Fronted by Elecktra – one of Malmö’s most beloved drag queens – we embraced the queer expression “it’s giving”: a phrase used to affirm confidence, attitude and presence. Under the message “Give like Santa”, we let Elecktra give in every sense of the word: giving energy, giving glamour, giving generosity. A warm, bold and unmistakably Malmö-centric celebration of self-expression during the most expressive time of the year.