LITER OF LIGHT AT NIGHT

Short List
TitleLITER OF LIGHT AT NIGHT
BrandPEPSICO INTERNATIONAL/MYSHELTER FOUNDATION
Product / ServiceBOTTLE LIGHT
CategoryB01. Corporate Image & Information
EntrantBBDO GUERRERO Makati City, THE PHILIPPINES
Entrant Company BBDO GUERRERO Makati City, THE PHILIPPINES
Advertising Agency BBDO GUERRERO Makati City, THE PHILIPPINES

Credits

Name Company Position
David Guerrero BBDO Guerrero Chief Creative Officer/Copywriter
Dale Lopez BBDO Guerrero Executive Creative Director/Art Director
Jao Bautistsa BBDO Guerreo Creative Director/Copywriter
Nikki Golez BBDO Guerrero Copywriter
Brandon Dollente BBDO Guerrero Copywriter
Francin Cruz BBDO Guerrero Copywriter
Lizther Castaneda BBDO Guerrero Art Director
Eboy Fernandez BBDO Guerrero Art Director
Francine Kahn/Gonzalez BBDO Guerrero Managing Director
Angelica Uy BBDO Guerrero Account Director
Dalla Sucgang BBDO Guerrero Account Director
Kahlil Robles BBDO Guerrero Account Manager
Cristina Buenaventura BBDO Guerrero Deputy Planning Director
Roshan Nandwani BBDO Guerrero Digital Group Account Director
Dennis Nierra BBDO Guerrero Art Director
Al Salvador BBDO Guerrero Agency Producer
Ino Magno Just Add Water Agency Producer
Anj Dela Calzada Just Add Water Agency Producer
Ed Santos Freelancer Editor
Illac Diaz Myshelter Foundation Founder

Results and Effectiveness

In the immediate aftermath of the typhoon we were able to mobilise quicker than any other solar solution available. Within three months we had helped 4,500 individuals. And given hundreds of people the tools and the know-how to create many more for themselves. The same technology has now spread to street-lighting and community centres. It would be ridiculous to say the problem is solved. But according to the leader of the city, the lights have given hope - where before there was none.

Creative Execution

Pepsi is a leading soft drink company in the country. And the company prides itself on Performance with Purpose. Part of this involves championing relevant environmental initiatives. Such as clean water for the community. Low emissions energy solutions for the plant. And, crucially, encouraging the responsible use of PET plastic bottles. Pepsi has taken the lead in supporting this initiative because it wants the entire soft-drink industry to use plastic responsibly. For the benefit of the community rather than as a burden on it. Over the past three years it has provided lighting using recycled bottles to approximately 150,000 homes.

Insights, Strategy and the Idea

Typhoon Haiyan wiped out the buildings and services of an entire city. The Department of Energy estimated it would take over three months to restore electricity. And in fact in some areas it has taken a lot longer. So there was - and remains - an urgent need to provide sustainable lighting. And there was also a need to get economic activity going again. And give people the power to get back on their feet.