Philippines’ viral RC Cola ad wins prestigious Cannes Lions award

RC Cola ad winsCannes Lions award
RC Cola’s video ad “Family” bags the Bronze Lion for its shock value and creativity. Screengrab from “Family” RC Cola ad.

The Philippines’ viral RC Cola ad has won a Bronze Lion at the Cannes Lions International Festival of Creativity in France, widely regarded as the most prestigious awards event for advertising and film industries.

GIGIL, the Filipino independent ideas agency behind the award-winning digital campaign, announced the good news via Facebook on June 25, 2021.

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“WE JUST WON OUR FIRST-EVER CANNES LIONS!…A first in GIGIL history!” GIGIL wrote.

“GIGIL snatched a bronze in ‘Film,’ one of the toughest categories of the Festival. Big thanks to our RC Cola clients who believed in the idea, and our production partners Arcade Film Factory, Riot, Barebones, and Hit Productions,” the agency added.

The international festival took notice of RC Cola’s video ad titled “Family” which snagged the bronze award as the lone winner from the Philippines in the film category of the competition.

“Family” starts out as a seemingly normal Filipino commercial that follows a boy who struggles with his identity and thoughts that he is actually adopted. The video then takes a turn for the bizarre after it reveals the boy was born with four drinking glasses on his back while his mother’s head turns out to be a bottle of RC Cola.

RC Cola’s first ad released by GIGIL has been featured by American host Ellen DeGeneres on The Ellen Show. “Family” as well as another video ad for the Filipino soda brand won in the 42nd Australasian Writers and Art Directors (AWARD) Awards, considered the most important regional recognition for creative work in New Zealand, Southeast Asia, and Australia.

The viral video ad maker Gigil’s founding partners Badong Abesamis and Herbert Hernandez were named in Adweek’s Creative 100, the first from the Philippines to ever break into the list.

Since its first outing in 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together every year at its one-of-a-kind event in Cannes to learn, network, and celebrate.

SEND CONGRATULATIONS in the comments below to Filipino independent ideas agency GIGIL which is behind the Philippines’ viral RC Cola ad that has won in the Cannes Lions International Festival of Creativity in France, widely regarded as the most prestigious awards for advertising and film.

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Margo is a voracious reader - some might even say she reads too much for her own good. She majored in BS Psychology and hopes to become a forensic psychologist one day. She’s also an aspiring writer, mental health advocate, and a staunch believer of equality.