When GIGIL released RC Cola’s “Family” in 2020, it shattered every convention of beverage advertising. Built around an absurdist narrative that culminated in one of the most unforgettable reveals in Philippine advertising history, the film became an internet phenomenon, generating millions of organic views, memes, think pieces, and even classroom discussions on the nature of creativity and storytelling. More than going viral, “Family” proved that bold, unapologetically strange ideas could deliver both business results and global recognition, establishing GIGIL as a creative force and ushering Philippine advertising back onto the international awards stage.
The campaign’s international awards run confirmed that its impact extended far beyond virality. “Family” earned a Bronze Lion at Cannes Lions, a Silver Lotus at ADFEST, a Silver at the AWARD Awards, a Merit at The One Show, multiple shortlists at Spikes Asia, and a Bronze and two Silvers at the APAC Effie Awards, before adding a Bronze Clio the following year. Together, the accolades positioned RC Cola and GIGIL among the Philippines’ most celebrated creative exports, proving that unconventional storytelling could resonate with audiences and juries around the world.
CREDITS
Client: RC Cola Philippines
Agency: GIGIL
Chief Creative Officers: Herbert Hernandez, Badong Abesamis
Managing Partner: Jake Yrastorza
Writer: Dionie Tañada
Art Directors: Maggie Querido, Ynna Milambiling
Director: Marius Talampas
Production Company: Arcade Film Factory
Executive Producer: Ahnel Gozon
Producers: Mara Bernaldo, Sasa Abella
Head of Social: Jeano Cruz
Account Supervisor: Bev Lubid
