Coca-Cola has launched an interactive 3D animation as part of its Piccadilly Lights residency in London’s West End.

The animation, part of its ‘Create Real Magic’ AI campaign,  was created by digital out-of-home agency Ocean Outdoor Group.

The drinks brand’s creative agency partner is Accenture.

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Ocean Outdoor Group creative director David Tait said: “Coca-Cola taps into Christmas nostalgia, using Ocean’s innovative technology to create an immersive 3D winter wonderland. There’s nothing quite like a 15-metre-tall Santa to spread the festive spirit.”

According to Coca-Cola, audiences can interact with the animation by scanning a QR code, allowing them to interact with the AI Santa and create Christmas snow globes based on festive memories they share with Santa Claus.

The interactive digital out-of-house will appear between 3 pm and 6 pm until Christmas Day.