The Coca-Cola OFW Project
Genevieve C Cruz
Campaign details
Brand owner: The Coca-Cola Export Company, PhilippinesAgency: McCann Worldgroup, PhilippinesBrand: Coca-ColaCountry: PhilippinesChannels used: Online videoMedia budget:Up to 500k
Executive summary
Filipinos are known to be one of the happiest peoples in the world. If one looks closely enough, however, it will not be difficult to see the painful ironies hidden behind those smiles. Overseas Filipino workers (OFWs) are trapped in a socio-cultural paradox. Christmas is the most joyous time of the year for most people, but for some 11 million...