More than 11 million Filipinos – roughly 10 percent of the country’s population – currently work overseas, living apart from their families to help provide them with a better life. Many haven’t seen their loved ones in several years.
Practically everyone in the Philippines understands the pain Overseas Filipino Workers, or OFWs, feel during the holidays. That’s why – while brainstorming concepts for the next installment of the “Where Will Happiness Strike Next?” campaign in 2011 – Coca-Cola Philippines decided to bring home several OFWs who had long been separated from their families.
Our agency partners at McCann/ MRM Philippines sifted through several profiles, getting to know each person’s unique story, why they decided to work overseas, the challenges they face, and the force pulling them back home. Three of them are featured in the film, which was shot last November during the country’s extended Christmas season.
Get in the holiday spirit now by watching this heart wrenching and uplifting story.
After debuting on the Coca-Cola YouTube channel, Facebook page and other online platforms, the film immediately went viral, generating 1.3 million views and more than 17,000 “likes” in only its first week.
This inspirational social film was a platinum winner at the 2012 Digital Media Festival, held earlier this month in Beijing.
“It has been wonderful to see the response from outside the Philippines from people who see a bit of themselves in these stories and in their own quest for happiness. We take this as both a challenge and an inspiration to continue to look for ways to bring happiness to our consumers,” said Jaideep Kibe, Sparkling Category Director, Coca-Cola Philippines.
Did you miss last Friday’s weekend video? The Hug Me Machine is still around for your enjoyment.
Mallory Perkins is Social Media Analyst at The Coca-Cola Company.