A new 'Green Father Christmas' campaign is calling for the festive icon to embrace his green coat, abandoning his allegiance with big global consumer brands. Launched by Abundance Generation, the campaign stands for a Christmas less focused on consumption. 'Green Father Christmas' calls for those holding a greener Christmas to share his image online, allowing his new look to travel across the world.

 

This image was last spotted in the 1920's, before a well-known drinks company expanded his waistline and donned him in red to promote its brand. Far removed from his modern image, Father Christmas once dressed in green, cut a slim figure, assisting children and those in need.

 

Abundance Generation, as well as helping Father Christmas find a healthier image, is suggesting its 'Green Energy Investment' as a meaningful gift this Christmas.

 

In a rare interview, Father Christmas said: "The holidays are coming and I agree it's time for a change. Representing a drinks brand was fun for a while, but the thrill of the ride has grown thin — unlike my waistline. Last year, the elves and I delivered fewer throwaway presents than ever before, this year we want to give better gifts and embrace the move towards a greener Christmas. I haven’t worn my green coat for decades but it feels great. It is, admittedly, a little tighter than it used to be."