The Coca-Cola OFW Project

Genevieve C Cruz

Campaign details

Brand owner: The Coca-Cola Export Company, Philippines
Agency: McCann Worldgroup, Philippines
Brand: Coca-Cola
Country: Philippines
Channels used: Online video
Media 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 OFWs and their families it is the loneliest, as they have to spend the time apart from each other.

The OFW Project is an example of the triumph of human and cultural storytelling. It is by bravely touching this raw cultural nerve that Coca-Cola, through a simple video content, created a global viral sensation and reasserted its cultural leadership at Christmas – one of the most competitive and cluttered seasons for brands. More importantly, it not only resulted in brand affinity and transaction, but also inspired people to live the brand's values in their everyday lives and share happiness with those who needed it most.

Market background and business objectives