LOCAL BACKGROUND
Pepsi Pinas (Pinas slang for Philippines) is the first cola the brand has ever named after a country. It is a limited edition blue cola, designed to stand for nationalism and Filipino pride. So, we created a campaign that would celebrate Filipino pop culture through a parody of classic action films. We brought back the goons in denim jackets, explosions and heroic one-liners. Lines such as, “Gawa na ang kabaong ipaglilibingan mo” (The coffin you’ll be buried in has been made). Hand-painted movie posters of “Sa Akin Ang Pinas” (Pinas is mine) were released as teasers. The 2-minute spot launched online and aired the next day. For engagement, the characters were brought to life on Facebook in a team hero versus villains way. Posters and online banners were implemented to push viewing and sharing. A promo was also launched, asking consumers to upload their own action movie poster.
This is the TVC
This is an entry video
