ABOUT

BACKGROUND
Philippine Spring Water Resources, Inc. (PSWRI) is the manufacturer and owner of the Nature’s Spring brand, the number 1 bottled water brand in the Philippines. It is proud of being a 100% Filipino-owned and a 100% family-owned company. It is also proud to champion traditional Filipino values and is close to uplifting the working class.

BRIEF
The year 2024 has proven to be among the most challenging year in recent memory. Marked by worsening geopolitical tensions and rising political uncertainties in the local scene, the brand needed a way to remind Filipinos that everything will be okay, especially during Christmas time.

CONCEPT
In coming up with the campaign, the following were considered:
1. The brand champions traditional Filipino values; and
2. Christmas, in the Philippines, is seen as the time of the year for the family to be together.

Using those insights, the campaign Christmas Hassles was brought to life which tells the story that everything will be alright, especially during Christmas, as long as you are with the family.

In the campaign video, we used the challenges faced by each of the family members, when doing their respective tasks in preparing the family Christmas dinner, as metaphor for all the challenges and hardships the country - and the world - faced in the year. And the happy ending sends the message that everything will be alright as long as we stand together and united.

EXECUTION
The film did not have any dialogue. It relied solely on the facial reactions and the body language of the characters. Likewise, the tenor of the film is light and warm, enhanced with elements of humor, which proves to be effective and engaging to the Filipino audience.

RESULTS
The film was able to achieve the following feats organically:

4 million people reached

7.1 million video views

62 thousand watch minutes

8 thousand engagements