Coca-cola Digital, Viral THE OFW PROJECT by McCann Erickson Manila

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THE OFW PROJECT

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Industry Soft Drinks
Media Digital, Interactive & Mobile, Viral
Market Philippines
Agency McCann Erickson Manila
Released June 2012

Awards

Spikes Asia 2012
Digital Viral Video Silver

Credits & Description

Advertiser THE COCA-COLA EXPORT
Product COCA-COLA
Entrant McCANN WORLDGROUP PHILIPPINES Makati City, THE PHILIPPINES
Title THE OFW PROJECT
Advertiser/Client THE COCA-COLA EXPORT
Product/Service COCA-COLA
Entrant Company: McCANN WORLDGROUP PHILIPPINES Makati City, THE PHILIPPINES
Advertising/Web Design Agency: McCANN WORLDGROUP PHILIPPINES Makati City, THE PHILIPPINES
Name Company Position
Kichi Madlansacay McCann Worldgroup Philippines Account Director
Kae Devantes McCann Worldgroup Philippines Account Manager
Mike Joson McCann Worldgroup Philippines Project Manager
Elaine Uy McCann Worldgroup Philippines Digital Operations Director
Aiza Tsang McCann Worldgroup Philippines Community Manager
Tonico Maningat McCann Worldgroup Philippines Digital Optimization Manager
Raul Castro Mccann Worldgroup Philippines Chairman/CEO
Peter Acuna Mccann Worldgroup Philippines AVP & Deputy Executive Creative Director
Mervin Ignacio Mccann Worldgroup Philippines Creative Director
Che Laureano Mccann Worldgroup Philippines Associate Creative Director
Bernadette Chincuanco Mccann Worldgroup Philippines Managing Partner
Ting Bongco Mccann Worldgroup Philippines Associate Business Group Director
Judy Buenviaje Mccann Worldgroup Philippines Associate Business Group Director
Mutch Wright Mccann Worldgroup Philippines Associate Business Group Director
Macy Magpayo/Jen Santos Mccann Worldgroup Philippines Account Manager
Marla Ancheta Director
Aldous Pagaduan Just Add Water Producer
Anubha Sahasrabuddhe The Coca-Cola Export Corporation Marketing Director
Jaideep Kibe The Coca-Cola Export Corporation Director/Sparkling Category
Franz Decloedt The Coca-Cola Export Corporation Group Brand Manager
Rachel Bernardino The Coca-Cola Export Corporation Group Brand Manager
Links: http://www.coca-cola.com.ph/spikes2012/
Brief Explanation
Overseas Filipino Workers (OFWs) are the Philippines’ biggest exports—individuals forced to leave their families for years, in order to provide a better life for them. For OFWs and their families, Christmas is the loneliest time of the year. What if Coca-Cola could give them what they wanted most for Christmas? What if they could come home? For 3 families, it was the gift of reunion. For millions of Filipinos, it was the gift of inspiration. The OFW Project touched a cultural nerve, hiting 1 million views in 3 days, and becoming the world’s most shared video for 2 weeks.