paskong coca-cola
('a coca-cola christmas')
coca-cola
Christmas is known as a time for gift-giving, but everyone anticipated that Christmas of 2020 would be different. Despite the pandemic, Coca-Cola aimed to remind the Philippines—a country known for its extravagant Christmas celebrations—that being present with loved ones is far more significant than giving presents.
Even amidst a pandemic, Coca-Cola remained committed to making Christmas special for Filipinos. We were entrusted with communuicating their message through a multifaceted campaign. Given the complexity of the brief and its deliverables, a team of Account Managers was essential to oversee the project. My role involved supervising the product-centric aspects of the campaign, collaborating closely with our creative, media, PR, and digital teams. This encompassed developing multiple video OOH placements launched simultaneously nationwide, creating several iterations of Google Display and YouTube ads, producing a tutorial video on parol-making, and generating assets for our partner publications. Additionally, I contributed to the compliance application for our OFW film to ensure its suitability for airing.
The campaign resulted in a +5.4% volume growth for Coca-Cola Philippines and a +1.3% year-over-year growth in 2020.
CREDITS
Agency: Dentsu Jayme Syfu
Chief Creative Officer: Louie Sotto
Executive Creative Director: Biboy Royong
Associate Creative Director: Soleil Badenhop
Art Directors: Hiromi Dineros, Mawie Borja, Jayvee Dictado, Keithleen Dicon
Client Services Director: Edg Samson
Group Account Director: Chin Taguines
Strategic Planning: Diday Alcudia