RC Cola by GIGIL wins Asia-Pacific Effie Awards for Youth Marketing.
RC Cola’s ad “Family” took home a Bronze for Youth Marketing from the Asia-Pacific Effie Awards in a virtual ceremony on September 24, 2021. This was on the heels of winning a Bronze from Cannes Lions International Festival of Creativity’s film category on June 25, 2021.
The Asia-Pacific Effie Awards Youth Marketing category honors the campaigns that successfully communicate to the teens or young adults. Created to get the millennials and Gen. Z audience, the film “Family” took the Internet by storm when it was launched in November 2020.
Filipinos who were left confused after watching the ad took to social media to share their thoughts about the film. Some loved it and mentioned how it would set a new trend in the Philippine advertising industry, while some hated it calling out its absurdity.
On Twitter Philippines alone, the controversial ad was on the top trending list for two days. It also reached media channels and TV shows, from the Asia-Pacific region and beyond.
RC Cola’s “Whatever” campaign was conceptualized by the independent agency GIGIL. The ad has also brought home trophies from different award shows, like the ADFEST, Australian AWARD Awards, Campaign Brief Asia’s The Work, and The One Show.
The film has been studied in the Asian Institute of Management, and the De La Salle University. It made sales of RC Cola Mega increase by 67%.
The Asia-Pacific Effie Awards recognizes any and all forms of success in marketing and advertising communications that contribute to a brand’s success. If Cannes Lions is the epitome of creativity in the marketing and advertising industry, Effie stands for effectiveness and exceptional campaign results.
Aside from funny ads, GIGIL has also helped its clients launch ads that tackle mental health issues, environmental issues, and more. Check out other GIGIL campaigns on YouTube: https://www.youtube.com/channel/UCrlrKGqQqV4XkzfGiri0_tw/featured