Coca-Cola sends love from the Philipines

Created by Taxi and directed by Open Swim's Marc André Debruyne, this sweet film from soft drinks giant Coca-Cola spotlights the Filipino Christmas tradition of posting parcels, known as Balikbayan boxes, to loved ones overseas.  

The spot features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto. Her 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 the brand paying for the boxes and the cost of shipping them. 

Himself Filipino, the collaborative project was particularly special for Debruyne because of the large presence of Filipino crew members 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,” he shares.  

“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.”