2012 Results

CAT 24 - Media Innovation - Alternative Media (MI)

BRONZE

BBDO GUERRERO, INC. (PHILIPPINES)

Pepsi, "Bottle Light"24-03757-MI
 

Agency (city): BBDO GUERRERO / Makati City

Creative Director(s): Dale Lopez

Copywriter(s): Rachel Teotico / Raymund Sison / David Guerrero

Art Director(s): Dennis Nierra / Tim Villela / Ley Mababangloob

Photographer(s): Karel Sevilla / Leo Dino / Joy Aquino

Production Company (& City): Revolver / UGL - Makati City

Agency Producer(s): Al Salvador / Jing Abellera / Ino Magno

Illustrator(s): Manny Vailoces / Joy Panaguiton

Digital Producers: Marissa Manaloto / Xerg Aguilar

Editor: Ed Santos

Account Supervisors: Fran Gonzalez / Carmela Montilla / Dalla Sucgang / Denise Gamo

Client Supervisors: Michael Erick Rosales / Steve Romasanta

Strategic Planners: Cristina Buenaventurta / Roshan Nandwani / Eileen Borromeo

Web Developer: Dennis Billano / Chico Jabines

Short explanation

Teens in the Philippines rate environmental concerns as their No. 1 social issue. To address this, Pepsi has a long-running activation campaign under the banner ‘Sarap Magbago’ (Change Tastes Good). Since it has less to spend on corporate image compared to its main competitor, it needs to be seen by its existing target base, the youth, as a genuine innovator in environmental and social issues. The strategy was to partner with a community-based charity with a uniquely appropriate solution to the pressing problem of houses with no access to light.
Pepsi, together with relevant local governments and MyShelter Foundation, turned old plastic bottles into instruments of change. Creating low-cost, carbon-free bottle lights that refract sunlight into a 55W light source. To spread the project, Pepsi helped establish a center to train volunteers and educate companies, schools and people on how to install the lights. A model community was established to demonstrate the value and scalability of the project. Community engagement was magnified online and via events such as mass runs that collected used bottles to be recycled for the project.
It has gathered over 10,000 volunteers, installed over 20,000 bulbs and brightened over 46,666 lives. The project was named ‘Best of the Best’ at the 2012 PepsiCo AMEA Global Performance with Purpose Awards in competition with 16 other shortlisted projects across the entire PepsiCo system. It also gained the support of the Philippine government and was specially commended at the 2011 World Climate Conference. It was covered by BBC, NHK and other networks, and presented at TED X in Dubai and Mumbai. The project is now being spread in Kenya, Uganda, Indonesia, Vietnam, Mumbai and Colombia.

Description

Pepsi is a carbonated soft drink produced and manufactured by PepsiCo.

MyShelter Foundation is a non-stock, non-profit organization that aims to bring green technology to communities.