Market leadership, bigness with heart
Ads And Ends by Nanette Franco-Diyco Business World, December 08, 2011 http://www.bworldonline.com/weekender/content.php?id=42972
Ting Bongco, McCann Erickson’s associate business group director, hit it right on the head when he mused that practically everyone in our country knows at least a family member, relative, friend, neighbor or acquaintance who works overseas.
And, truly, all of us realize the sadness that these overseas Filipino workers (OFWs) and their families feel when they do not spend Christmas together.
This indeed is the very reason why Coca-Cola’s “This Christmas, Where Will Happiness Strike Next: The OFW Project” is as good as it gets as a viral activation that hits your gut for this Christmas season.
Beautiful scenes of the respective workplaces abroad, three very well-chosen OFWs who have been working in faraway places for over five years, with laudable reasons for not coming home to their loved ones, with each of them expressing their excitement about finally coming home for Christmas added to the authenticity of the whole material.
Here were an X-ray technologist, a caretaker and a baby-sitter, working in Italy and Saudi Arabia, being separately and individually met at the airport and ushered to their homes by handsome red-capped men of Coca-Cola in bright red Coca-Cola vans.
McCann’s creative team of Peter Acuna with the digital team of Kichi Madlansacay were able to “weave three stories of separation among OFWs and their families into three stories of uplifting reunion and togetherness -- enabled by Coca-Cola”.
The reunions were so real -- the absolute shock of seeing a loved one finally come home, the tighter than tight hugs -- these were raw emotions captured like we were viewing them from a keyhole and we were just allowed to eavesdrop. You can’t help but shed a tear or two.
Ting capsulized the production steps undertaken: “The search was conducted by a team of researchers who have experience in documentaries and features about OFWs. Together, the client, agency and production team went through many profiles before deciding on the three to be featured in the video.
“They looked for stories that move, inspire and uplift. This was about their motivation for working overseas, the challenges they face as OFWs, and the force that drive them to want to come home. Their stories are real. Those tears and laughter are real. Those expressions of longing are difficult to take.”
How were the family members, totally unaware of their loved ones’ arrival in the country that very hour, all grouped together?
They were simply huddled together by Coca-Cola in their home and/or restaurant, anticipating the Skype-ing of their loved one!
Hence, the great expressions of unbelief and shock when the loved one actually appeared before them in flesh and blood!
These all fell under Coca-Cola’s Christmas campaign, “ Pagsasamang hahanap-hanapin” (Relationships that are sought).
Through the years, I have always looked forward to unraveling the Christmas campaigns of Coca-Cola.
This year is undoubtedly one that trumpets bigness and market leadership -- with a big heart that spells the difference.
Credits:
Client-company: The Coca-Cola Export Corp.
Brand, Coca-Cola: Guillermo Aponte, Shakir Moin, Jaideep Kibe, Franz Decloedt, Rachel Bernardino, Anubha Sahasrabuddhe.
Advertising agency: McCann Worldgroup.
Account management: Bernadette Chincuanco, Ting Bongco, Mutch Wright, Jen Santos, Macy Magpayo
Creatives: Peter Acuna, Mervin Ignacio, Che Soriano
Digital team: Kichi Madlansacay, Mike Joson.
Production house: Informer.
Director: Marla Ancheta.
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