Coca-Cola’s OFW Project Video Now Viral


The advent of social networking has made it easier for marketing campaigns to get noticed.  Sites like Facebook and Twitter are partly to blame for the proliferation of corporate-sponsored viral videos.  Some videos go viral for being funny like Pepsi’s Sa Akin Ang Pinas, while some for conveying heartwarming message.  Coca-Cola’s viral video belongs to the latter group.

Coca-Cola’s campaign “Where Will Happiness Strike Next” lead to the creation of the OFW Project, which made it possible for three overseas Filipino workers to go home to the Philippines to join their families for Christmas.  The OFWs’ stories, from the time they got their respective emails from Coca-Cola, to the time they finally met their families in the Philippines, were documented and the product is the now viral OFW Project video.  The OFWs featured in the video are Joey Doble from Pampanga, Leonie Villanueva from Quezon City and Joe Marie Ballon from Iloilo City.

The video entitled Coca-Cola Where Will Happiness Strike Next: The OFW Project has now gathered more than 350,000 views on YouTube and has been widely shared and talked about on Facebook and Twitter.  Most of those who watched the video claimed they were moved to tears and recommended that others watch it too.

Here’s that video.

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  1. “Coca-Cola Where Will Happiness Strike Next: The OFW Project.” A company directly responsible for forcing people into becoming OFWs goes and pretends it cares. 

    I wrote up my issues with this ad.  And it’s been picked up by various progressive media and advocacy orgs:

  2. ryan_n_nsa_sg Reply

    Watched it three times, and three times I shed tears……………….
    An OFW myself, can’t help but relate and feel their longing for their families……
    It’s just sad what others think, they treat you like a bank that they can withdraw from every time they need to. Sadder to be labelled as “Bagong Bayani” by the government when they always take you for granted. Others even say our remittances help keep the economy afloat, but why can’t they help some OFW’s who are in distress…
    Been working abroad for five years……but spent Christmas only one time during that span. How I wish I can spend it again this year, but unfortunately my work schedule won’t allow me to do so…
    God bless all OFW’s…..Mabuhay po tayong lahat!..and Merry Christmas!!!!!

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