GIGIL’s ad for Orocan for Koolit Cantina
Orocan is the No. 1 plastics manufacturer in the Philippines. For us Filipinos, the word “plastic” means fake. But Orocan is durable. Orocan is strong. Orocan is real plastic. It’s so real, it can’t help but tell the truth even about itself.
In its recent viral film conceptualized by the ad agency GIGIL, the brand discussed the pros and cons of buying its insulated product—the Koolit Cantina. The spot features the Philippines’ Home TV Shopping professional anchor Victor Anastacio who tells viewers how durable the product is.
In the film, Victor tells viewers that Koolit Cantina is way cheaper than its competitor. To test its durability, he also shows the product being thrown from the 30th floor. It also features Filipinos from different walks of life sharing their witty testimonials about Koolit Cantina.
Filipinos loved it. It has been shared more than 140,000 times. Aside from the digital film, Google banner ads, search ads, a website, a radio ad, a series of billboards all around Manila, and other campaign materials were created to complete the integrated campaign on the plastic product that tells the truth.
“For me, it’s an ‘anti-advertising’ advertising campaign. It’s so risky because we irreverently showed the pros and cons of our product—a durable insulated water cooler. The creative concept proved to be effective and was worth the risk because the campaign went viral on social media. More importantly, Cantina sales have increased by 24.5% after the campaign was launched,” says Richard Go, Ashlar Industrial Corporation, Sales and Marketing Manager.
If you haven’t seen it yet, watch it here: https://www.youtube.com/watch?v=A13zosDvyj0
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