Bottle Lights by BBDO Guerrero Makati City, Proximity Philippines for Pepsi

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Bottle Lights

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Industry Soft Drinks
Media Case study
Market Philippines
Agency BBDO Guerrero Makati City
Creative Director Dale Lopez
Art Director Tim Villela, Leah Mababangloob
Copywriter Raymund Sison
Agency Proximity Philippines
Art Director Dennis Nierra
Copywriter Rachel Teotico
Released January 2011

Awards

Spikes Asia 2012
Direct Corporate Information Gold
Promo & Activation Corporate Image & Information Silver

Credits & Description

Advertiser: PEPSICO INTERNATIONAL / MYSHELTER FOUNDATION
Product/Service: BEVERAGE
Agency: BBDO GUERRERO
Media Agency: MINDSHARE PHILIPPINES, Taguig, THE PHILIPPINES
Art Director: Leah Mababangloob (BBDO Guerrero)
Account Manager: Dalla Sucgang (BBDO Guerrero)
Group Account Director: Carmela Montilla (BBDO Guerrero)
General Manager: Francine Gonzalez (BBDO Guerrero)
Strategic Planner: Cristina Buenaventura (BBDO Guerrero)
Digital Strategist: Roshan Nandwani (BBDO Guerrero)
Print Producer: Al Salvador (BBDO Guerrero)
Digital Producer: Marissa Manaloto (BBDO Guerrero)
Web Designer: Xerg Aguilar (BBDO Guerrero)
Web Designer: Dennis Billano (BBDO Guerrero)
: Myshelter Foundation
: Illac Diaz (MyShelter Foundation)
Final Art: Manny Vailoces (BBDO GUERRERO)
Producers: Jing Abellera/Ino Magno (Just Add Water)
Videographer/Photographer: Karel Sevilla/Leo Dino (Freelance)
Editor: Ed Santos (Freelance)
Senior Developer: Chico Jabines (BBDO GUERRERO)
Chief Creative Officer/Writer: David Guerrero (BBDO Guerrero)
Creative Director/Art Director: Dale Lopez (BBDO Guerrero)
Copywriter: Rachel Teotico (BBDO Guerrero)
Copywriter: Raymund Sison (BBDO Guerrero)
Art Director: Tim Villela (BBDO Guerrero)
Art Director: Dennis Nierra (BBDO Guerrero)
Video Producers: Joy Aquino/Aids Tecson (UGL)
Media placement: Activation/On-Ground - Activation/On-Ground - November 2011
Media placement: Digital - Outdoor - December 2011
Media placement: URL - Merchandising - November 2011
Media placement: Outdoor - Outdoor - November 2011
Media placement: Merchandising - Merchandising - November 2011
Insights, Strategy & the Idea
Pepsi wanted to extend its long-running ‘Sarap Magbago’ (Change tastes good) campaign. True to its commitment to change, the brand continues to find real solutions to real problems to engage the youth in creating positive change.
In the Philippines, daytime lighting is a scarce commodity for urban poor communities. Millions of homes have no natural light source so lights must be kept on day and night, causing electric bills to rise. More often than not, these families choose to live in the dark to keep their children fed.
So, Pepsi turned old plastic bottles into instruments of change.
Creative Execution
Together with MyShelter Foundation, Pepsi helped create a low-cost, carbon-free lighting solution using old plastic bottles, water and bleach. Solar bottle lights are installed on roofs to refract sunlight into 55W of light. The brand has installed over 20,000 lights through a combination of volunteer action, online donations and direct sponsorship.
To spread the project, Pepsi helped establish a centre to train volunteers and educate companies, schools and people on how to create and install lights.
A city of lights, wherein every home is lit by at least 2 bottle bulbs, was also created. It is the model city that shows the effectivity of bulbs in reducing power consumption and carbon emission. It will be replicated in different communities in the Philippines and around the world.
Results and Effectiveness
Over 10,000 volunteers gathered, 20,000 bulbs installed, 46,666 lives brightened. The project was named "Best of the Best" at the 2012 PepsiCo AMEA Global Performance with Purpose Awards in competition with 16 other shortlisted projects across the entire PepsiCo system. It also gained the support of the Philippine government and was specially commended at the 2011 World Climate Conference. It was covered by BBC, NHK and other networks, and presented at TED X in Dubai and Mumbai. The project is now being spread in Kenya, Uganda, Indonesia, Vietnam, Mumbai and Colombia.