Happiness strikes OFW families in viral Coca-Cola video by McCann Worldgroup

THE PHILIPPINES, DECEMBER 5, 2011: Reuniting Overseas Filipinos Workers (OFWs) with the families they had not seen for a long time is a familiar plot to the relatives of the 11 million OFWs. But when Coca-Cola took these stories online, they inspired tears of joy and even messages of brand loyalty.

 

 

Developed by McCann Worldgroup Philippines and posted on December 1, "Coca-Cola Where Will Happiness Strike Next: The OFW Project" appeared as two YouTube videos (one version with English subtitles). The videos gained traction on Facebook the following day, posting over 20,000 views combined and scoring over a million views combined by the end of the weekend, as well as thousands of YouTube comments and shares on Facebook.

 

The video follows three OFWs from their locations in Italy and the Middle East to their homes in the Philippines: X-ray technologist Joe Marie Ballon to Iloilo City, caregiver Leonie Villanueva of Quezon City and babysitter Joey Doble to Pampanga. All three have been working away from the Philippines for years, unable to return to the families they support.

 

The stories are told in the OFWs’ voices. The red Coca-Cola van makes appearances; product shots become part of the get-together meal. The reunions may have been planned, but the reactions are real, inspiring viewers to re-post on their Facebook wall. Some even voiced out their love for the brand and defended the video against those who disliked it.

 

This is a Christmas story well told. May happiness strike more hearts this holiday season.