In 2009, Kraft wanted a different and risk-embracing integrated marketing campaign for Eden Cheese.
Our strategy did not have to look further than our Filipino values for inspiration. The nation was in distraught, having just suffered from the worst typhoon to hit in decades. Thousands were families were homeless and desolated. It was however, inspiring, to see citizens try to aid relief efforts by turning social networks into real-time hubs of information and coming together to pack relief goods at rescue centers nationwide.
This inspired us to create Smilewich --- an idea that fell right into place with the brand’s promise of goodness with every slice. Smilewich was an effort to send more than just food, which other people were doing. It was a way of sending messages of inspiration that will remind victims that people are still looking out for them.
Client : Kythe Foundation
Agency : JWT Manila
ECD : Dave Ferrer
CD: Joe Dy
Art: Katrina Encanto
Account Manager : Golda Roldan
Planner : Pam Pacete
Best Work, JWT Worldwide Creative Council
Finalist, Creative Guild Kidlat Awards
Silver, Tambuli Awards
Best Integrated Marketing Campaign, Kraft Awards