Christmas is a time for giving. It’s a time for sharing, loving, and caring. And, this year, Canadian Airline ‘WestJet’ has taken that into some serious consideration. Instead of spending millions on commercial marketing, this clever company decided to take a different route. With the help of 175 volunteers, an in-house flash mob, and Santa himself, they sought out to make holiday wishes come true. After setting up an electronic booth that asked customers what they’d like for Christmas, volunteers scrambled into a shopping spree to find everything that was on the wishlist. Not everyone received exactly what they wanted, like a large diamond ring, but many lucky recipients received tablets, phones, and even a flat screen TV. But the idea wasn’t to buy off customers; it was to let them know that they were being heard.

Perhaps not everyone can afford such a grand gesture, but it’s nice to know that some businesses believe that people truly come first. And, in this tear-jerking video, we see just how easy it is to make a difference.