THE PHILIPPINES, APRIL 20, 2011: Coca-Cola Philippines has pulled out all the stops for its 100th anniversary bash with a star-studded concert, a large-scale 3D mapping video, and an extravagant fireworks display at the SM Mall of Asia, but their celebrations are far from over.
The beverage giant’s emotional “Where Will Happiness Strike Next: The OFW Project” was the runaway winner against 11 other ads vying for adobo magazine’s Ad of the Year trophy for 2011. The tear-jerking TVC by McCann Erickson Philippines held a commanding lead since the beginning of the online voting period, edging out the competition from Abracadabra, Ace Saatchi & Saatchi, BBDO Guerrero/Proximity Philippines, Campaigns & Grey, DM9 JaymeSyfu, JWT Manila, Leo Burnett Manila, and TBWA\Santiago Mangada Puno.
“OFW Project” was adobo’s Ad of the Month for November, but it still continues to rake up the views and positive comments – the video has over a million views in the official Coca-Cola YouTube channel, aside from the numerous “shares” and re-posts from users across several social networking platforms.
The adobo Ad of the Year awards night was held at the Ayala Museum, together with the adobo Design Awards which put the best works of both professionals and students under the spotlight and the critical eye of an acclaimed panel of judges.
The night’s showcase of creativity was also peppered with high-power performances from Lougee Basabas of De Lara fame, up-and-coming band Never the Strangers, Ebe Dancel, and 6CycleMind.
