2026 Winner

Coca-Cola set out to make its global “Real Magic” platform more meaningfully inclusive at Christmas by connecting with Filipino Canadians in a way that reflected lived experience instead of generalized holiday tropes. While the brand had previously supported the Balikbayan tradition – where families send care packages back home – by subsidizing shipping costs, this year’s challenge was to deepen that connection on a more personal, emotional level. The campaign shifted from enabling the tradition to embodying it, centering on Tita Rosita, the owner of one of Canada’s oldest sari-sari stores and a key figure in the community, who hadn’t seen her own family in 15 years. Coca-Cola flew her to Manila to hand-deliver her own Balikbayan box, documenting the journey as the campaign’s hero film and social content, while also distributing 600 custom, pre-paid boxes to ease financial barriers for others. Supported by targeted influencer outreach, the campaign drove both participation and cultural credibility, with all boxes claimed and a 65% increase in organic performance. More importantly, it shifted perception: the belief that Coca-Cola cares about Filipino culture rose from 52% to 92%, while the campaign also drove a 36% lift in personal relevance and increased brand love by 22%. By featuring a real person behind the tradition, the campaign made Coca-Cola’s role in connection tangible, while strengthening its emotional bond with Filipino Canadians.

Credits

Debbi Vandeven, Global Chief Creative Officer, VML
Rafael Pitanguy, Deputy Global Chief Creative Officer, VML
Graham Lang, Chief Creative Officer, VML Canada
Andrew Keller, Global Chief Creative Officer, WPP Open X
Frank Macera, Executive Creative Director, VML Canada
Sucheta Shankar, Creative Director, VML Canada
Dylan Verwey, Associate Creative Director, VML Canada
LB Cooper, Associate Creative Director, VML Canada
Sasha Ortega, Associate Creative Director, VML Canada
Coralie Adler, Associate Creative Director, VML Canada
Sucheta Shankar, Copywriters, VML Canada
Dylan Verwey, Copywriters, VML Canada
Coralie Adler, Art Director, VML Canada
Steve Emmens, SVP, Head of Production, VML Canada
Chris Esguerra, Senior Integrated Producer, VML Canada
Stephanie DeCelles, Global Client Lead, The Coca-Cola Company, VML
Emma Toth, Chief Client Officer, VML Canada
Louthiern Bonsart, Managing Director, VML Canada
Sarah Brochet, Group Account Director, VML Canada
Daniela Zamostean, Account Director, VML Canada
Hnia Alaoui, Account Director, VML Canada
Rhea Menon, Account Executive, VML Canada
Andrew Keller, Global Chief Creative Officer, WPP Open X
Christine Maw, Chief Strategy Officer, VML Canada
Cristina Gardeazabal, Associate Strategy Director, VML Canada
Michal Fetsum,Strategist, VML Canada
Larissa Vompa Strategist: VML Canada
Ann Phan, Community Manage, VML Canada
Production: MOWAD Production Inc.
Marc André Debruyne, Director
Lester Millado, DOP
John Nadalin, Executive Producer
Jenna Allain, Production Designer:
Service Production Company (Manila): Hot & Fresh
Nomer Mercado, Production Manager
Editing Facility: School Editing,
Fi Alvarez, Editor
Sarah Brooks, Executive Producer
Finishing Facility: Think Tank,
Brent Bergerson, Lead Flame Artist
Danny Appleby, VFX Producer
Danny Appleby, Executive Producer
Colour Facility: Kook Colour,
Yurizen Cabrera, Colourist
Melody Chan, Producer
Audio: TA2 Sound+Music,
Steve Gadsden, Audio Director
Christine Leslie, Executive Producer
Andrew Fumerton, Engineer
PR: Weber Shandwick
Client: The Coca-Cola Company
Manolo Arroyo, Global Chief Marketing Officer
Stephanie Eaddy, Senior Director, Cultural Marketing
Laura Cutsey, Senior Director, Integrated Marketing
Stephanie Knowles, Senior Manager, Integrated Marketing
Amanda Chouinard, Senior Manager, Communications and Public Affairs