The Coca-Cola Company Balikbayan Magic Case Study 2025

About

The Coca-Cola Company’s Balikbayan Magic campaign highlights the cultural tradition of the Balikbayan box, focusing on the Filipino community in Canada during the holiday season. The project captures the experience of preparing and shipping gifts through a documentary-style approach, blending archival footage with present-day live-action sequences. Produced by MOWAD with creative support from VML Canada and WPP Open X, the work features a cinematic aesthetic defined by a warm color palette. The narrative centers on themes of distance and homecoming, incorporating interviews that document the personal connection between families separated by borders.