Diageo
Don Papa Masskara presents: Do The Most
Art Direction
Creative Strategy
I lead on research, conducting short interviews with the Filipino community, which informed the final campaign idea. When asked about community we were made aware of bayanihan - a word used to describe the community spirit of working together to achieve a common goal. We developed and proposed a campaign centred around this aiming to bring Don Papa Masskara and with it, the spirit of bayanihan to every home in the UK.
Bayanihan is a Filipino word to describe the community spirit of working together to achieve a common goal. We know that people care about their friends and their contributions to social gatherings, with research showing that the quality of drink brought, correlates to the importance of the occasion.
IDEA
Don Papa Presents: Do the Most
A campaign bringing the Filipino spirit of coming together to every home (bayan) in the UK.
EXECUTION
We will position Don Papa MassKara as the perfect and necessary contribution to the party. The drink of choice perfect for social gatherings.