The Coca-Cola OFW Project

This campaign for Coca-Cola focused on a difficult issue in Filipino society: the tough times Overseas Filipino Workers (OFWs) face during Christmas if they are not able to reunite with family.

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...

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