Pepsi Print BOTTLE LIGHT by BBDO Guerrero Makati City

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market Philippines
Agency BBDO Guerrero Makati City
Art Director Tim Villela, Leah Mababangloob, Dennis Nierra
Copywriter Raymund Sison, Rachel Teotico
Strategic Planner Cristina Buenaventura
Released June 2012


Cannes Lions 2012
Promo and Activation Lions Corporate Image & Information Bronze

Credits & Description

Type of entry: Product & Service
Category: Corporate Image & Information
Advertiser: PEPSICO
Product/Service: PEPSI
Advertiser PEPSICO
Product PEPSI
Type of Entry: Product & Service
Category: Corporate Image & Information
Advertiser/Client: PEPSICO
Product/Service: PEPSI
DM/Advertising Agency: BBDO GUERRERO Makati City, THE PHILIPPINES
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)
Art Director: Leah Mababangloob (BBDO Guerrero)
Account Manager: Dalla Sucgang (BBDO Guerrero)
Group Account Director: Carmela Montilla (BBDO Guerrero)
Managing Director: Francine Gonzales (BBDO Guerrero)
Strategic Planner: Cristina Buenaventura (BBDO Guerrero)
Digital Strategist: Roshan Nandwani (BBDO Guerrero)
Head/Print Production: Al Salvador (BBDO Guerrero)
Digital Producer: Marissa Manaloto (BBDO Guerrero)
Web Designer: Xerg Aguilar (BBDO Guerrero)
Web Designer: Dennis Billano (BBDO Guerrero)
Founder: Illac Diaz (My Shelter Foundation)
Describe the brief from the client
Teens in the Philippines rate environmental concerns as their No.1 social issue. To address this Pepsi has a long-running activation campaign under the banner of 'Sarap Magbago' (Change Tastes Good). Since it has less to spend on corporate image compared to its main competitor it needs to be seen as a genuine innovator in environmental and social issues. The strategy was to partner with a community-based charity with a uniquely appropriate solution to the pressing problem of houses that are dark during the day.

Describe the creative solution to the brief/objective.

Pepsi partnered with relevant local governments and the My Shelter foundation to install innovative bottle lights - recycled soft drink bottles that refract sunlight into a 55W light source. 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 model community was established to demonstrate the value and scalability of the project.

Describe the results in as much detail as possible.

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.

Performance with Purpose is a key objective at PepsiCo. It is defined as being 'humane, humble and for the bigger community'. The solar bottle bulb embodies the commitment of the company in a number of ways. Firstly by directly helping communities. Secondly by training volunteers and institutions to take control of the installation. And thirdly by being a low-carbon, sustainable solution.
The project gathered significant coverage in social and traditional media - with videos gaining well over a million views on YouTube for example. And international coverage made it seem more significant to our core local audience.