Open Swim Director Marc André Debruyne brings Coca-Cola’s legacy of celebrating holiday traditions to life in the beloved brand’s latest campaign spotlighting Filipino Balikbayan boxes. The spot features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto, whose much-adored shop was wrapped like a massive Coca-Cola-themed Balikbayan box as she prepared hundreds of boxes for customers to send their loved ones, with Coca-Cola paying for the boxes and the cost of shipping them to the Philippines. The spot is a testament to the brand’s prevailing facilitation of cultural and generational connectivity, especially during the holiday season.
Himself Filipino, the collaborative project was particularly special for Debruyne because of the large presence of Filipino crewmembers on set. “It’s a totally surreal feeling when a work project crosses over into your personal life. It's not too often that happens,” shares Debruyne. “The number of Balikbayan boxes I've sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn't have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn't even a job, it was truly something special.”
Credits:
Client: Coca-Cola Canada
Agency: Taxi Montreal, VML Toronto
Agency Creatives: Coralie Adler, Antoine Becotte
Agency Producer: Chris Esguerra
Director: Marc André Debruyne
Editor: Eric Thompson
Director of Photography: Lester Millado
Executive Producer: John Nadalin @ Mowad
1st Assistant Camera: Richard Gonzales
Art Department: Jenna Alain
Key grip: Dexter Calleja
Gaffer: Ryan Dioso
Sound: Ian Mcgettigan
Makeup & Hair: Nicolette Afable
Onset BTS: Matthew Macalintal
Colorist: Yuri Cabrera @ Kook Colour
Music: Ta2 Toronto
About Open Swim:
We make things. Sometimes for you and sometimes for us. We advise, create, and execute as a collective supported by a core team. From strategic creative concepting to finish, we do whatever pieces of the process you need us to take on. We stay until the end and even afterwards to evolve the work from learnings. We really like being streamlined. Less layers. More making.
