Coca-Cola and communications partner McCann Worldgroup Philippines collaborate to ignite collective happiness from Filipino netizens around the globe with the latest online phenomenon “Where Will Happiness Strike Next: The OFW Project”. The viral video content depicts the inspiring stories of three OFWs (Overseas Filipino Workers) who came home in time to celebrate Christmas with their happily surprised families. The campaign pays tribute to OFWs as it chronicle their woes, their journey back home, climaxing into celebratory moments of togetherness.
The campaign started with a rigorous search conducted by a team of researchers with expert experience in documentaries and features about OFWs. The research team, together with Coca-Cola, creative agency McCann and production house Informer, sifted through many OFW profiles, getting to know their stories- their motivation to work overseas, the challenges they face, and the force that drives them to want to come home.
Three of these OFW accounts moved, inspired and uplifted Filipinos from different parts of the world. The video involves real stories, with real tears and laughter. The expressions of longing are difficult to fake. These stories were told with emphasis on authenticity.
Joe Marie Balbon is an X-ray technician in Saudi Arabia. He decided to work overseas to help his aging parents for health care. He had not been home for 5 years, foregoing his planned 2009 visit to send money instead when his father got hospitalized. His surprise homecoming was met with happy tears from his mom and almost-blind dad, and a grand feast for his whole family.
For 11 straight years, Joey Doble had not been able to come home to his wife and children, leaving the Philippines when his youngest was only a year old. Ironically, his work in Italy required him to take care of other children, as a babysitter, which is one of his multiple jobs. Aside from missing his kids’ childhood years, one of Joey’s biggest regrets was being unable to give his wife a decent wedding ring. He made up for these when Coca-Cola brought him back home, and gifted his wife a beautiful ring and his kids a father’s presence for Christmas.
Leonie Villanueva is a widow from Italy, and works as a caregiver and babysitter. She singlehandedly raised her daughters when her husband passed away 17 years ago. More than ever, she wants to spend the holidays with her grown-up daughters, after 9 years of being away from them. But financial worries hinder her. With Coca-Cola’s help, she was able to come home, hug them, and share priceless moments of togetherness.
Bernadette Chincuanco, McCann Erickson Managing Partner says, “This campaign is a salute to the new heroes- the hardworking OFWs who fight to stay positive every day though they are worlds apart from their families. We’re proud that through Joe Marie’s, Joey’s and Leonie’s stories we were able to share and promote happiness.”
Joe Marie’s, Joey’s and Leonie’s stories are familiar with Filipinos. Statistics say that there is at least 1 OFW in every 10 Filipinos, which sums up to more than 11 million Filipinos (documented and undocumented) who work overseas. Practically everyone in the Philippines knows at least 1 family member, relative, friend, neighbor or an acquaintance who works or lives abroad. They understand the pain that these OFWs feel when they spend Christmas apart from loved ones.
It is perhaps this familiarity, and the sincere happiness of the OFW families in the video that rocked Filipino netizens to the core. Barely 72 hours after two versions of the video (one in original format, and one with English subtitles) were posted on Coca-Cola’s YouTube channel, a combined total of 1,015,641 views were recorded, with almost 14 thousand likes and 3 thousand comments. The video content was a Trending Topic in Twitter for two days, with people actively sharing it on Facebook, Twitter and blogs. Reactions are mostly positive, describing it as heartwarming, touching and a tear-jerker. Messages of thanks and congratulations for Coca-Cola comprise most of the comments on social sites. It was on the country’s major news sites- even featured in the country’s leading primetime news show.
According to Anubha Sahasrabuddhe, Coca-Cola Marketing Director, “We’re very happy with the overwhelming response to Where Will Happiness Strike Next: The OFW Project. This campaign upholds Coca-Cola’s commitment to bring out intrinsic Filipino positivity, share happiness stories and hopefully create positive changes among Filipinos all over the world.”
CREDITS:
Client: Coca-Cola Export Corporation
Anubha Sahasrabuddhe – Marketing Director
Jaideep Kibe – Category Director
Franz Decloedt- Group Brand Manager
Rachel Bernardino- Group Brand Manager
Agency: McCann Worldgroup Philippines
Creatives:
Peter Acuña- Executive Creative Director
Mervin Ignacio- Creative Director
Che Soriano- Head of Art
Accounts:
Bernadette Chincuanco- Managing Partner
Ting Bongco- Associate Business Group Director
Mutch Wright- Account Director
Jen Santos- Account Manager
Macy Magpayo- Account Manager
Digital (MRM Philippines):
Kichi Madlansacay- Account Director
Kae Davantes- Senior Account Manager
Mike Joson- Project Manager
Production: Elaine Uy, Aiza Tsang, Tonico Maningat
Production:
Marla Ancheta- Director
Aldous Pagaduan- Producer
Production House- Informer