The RC Cola commercial that confused Filipinos in bizarre year 2020 made history on Friday, having snatched a bronze metal at the Cannes Lions Festival of Creativity that is the advertising industry's version of the Oscars.
Under the "Film" category, one of the toughest in the competition to break into, the viral "Family" ad from the soda brand's "Basta RC" campaign was given international recognition, its makers from GIGIL agency said.
The award, deliberated by a jury of esteemed advertising professionals from all over the world, is the first Cannes Lions for GIGIL since its founding in 2017.
"Big thanks to our RC Cola clients who believed in the idea," the agency said, also thanking production partners Arcade Film Factory, Riot, Barebones, and Hit Productions.
Known for their "high-risk, high-reward" mantra, the almost four-year old indepedent Filipino agency has gained local success in the past year, having come out with disruptive campaigns not just for RC, but also for brands like Danes Cheese, Orocan, and most recently, Netflix's Trese.
Just recently, founders Badong Abesamis and Herbert Hernandez broke into trade publication Adweek's Creative 100 list--a first for any Filipino creative.