McCann Worldgroup Philippines shakes it up with Coca-Cola

McCann Worldgroup was tasked to develop a communications campaign that would recruit a new generation of Coke drinkers and entrench the brand as the most-loved consumer brand among Filipino teens.

Roping in popular Filipino internet comic duo Moymoy Palaboy, the agency created a TVC that revolves around these two online personalities and their creation of an internet viral. The ad was carried on TV, radio, outdoor and also went viral online.

The ad begins with the two teens looking bored and listless at home. A drink of Coke, however, inspires them to post a video on the internet, which causes the most surprising characters from around the world, and beyond, to mimic their antics.

According to Peter Acuña, McCann Worldgroup’s deputy executive creative director, “Happiness is infectious. When Coca-Cola and internet funnymen Moymoy Palaboy spread the cheer, absolute happiness follows.”

Commented Shakir Moin, Coca-Cola marketing director, "This TVC dramatises energising refreshment, as provided by the delicious taste of Coca-Cola, in an exaggerated and humorous way."

He added, “We felt that using relevant teen icons such as Moymoy Palaboy and latching onto a familiar online behaviour would deliver in terms of communicating that message and connecting with Filipino teens."

The ad helps fuse the digital relevance of Moymoy Palaboy with mass media reach, delivering an impactful engagement.

Credits:

Client: The Coca-Cola Export Company
Project title: BRRR!
Chief creative officer: Raul Castro
Deputy ECD: Peter Acuña
Associate creative director: Mervin Ignacio
Art director: Jasper Cosico                 
VP, client service director: Bernadette Chincuanco
Group account director: Francis John Chua
Account manager: Shalimar Salomon
Producer: Cris Dy-Liacco
Director: Ken Chung
Production house: Provill