The Coca-Cola Hapiness campaign continues, as the brand explores other formats other than the traditional ad model for their online video presence.
This time, for the OFW project, they reunited Filipinos who went abroad for better life conditions but were away from their families and couldn’t spend the money to go home. So, Coca-Cola selected a few of those and filmed the whole process.
Sure, at first we all can be cynical and think yep, that’s a big brand exploring human emotion to their advantage… But have a read at the comments on Youtube: there are dozens, maybe hundreds even, of people who are experiencing the same thing, from the P hilippines and stranded in a country not theirs just wanting to visit their family for Christmas, hitting a real emotional chord with the video.
Coca-Cola could’ve just made a spectacular CGI ad (and probably did, for the holidays), but as we’ve discussed before, there are many ways of using online video, and if you can help people too in the process and being in tune with your brand message, then why not?
Anyway, it got nearly 1 Million views in 10 days (the english subtitled version):