The Campaign

Ginebra is an iconic gin brand in the Philippines, and it has one of the most recognizable labels in the country. Its label was created in 1917 by Philippine National Artist for Visual Arts Fernando Amorsolo, and it depicts San Miguel (St. Michael) courageously standing over a devil in triumph. Paying homage to the original artwork, we created Labels for Unsung Heroes: Ginebra Ako (I Am Ginebra) – a re-imagination of the century-old label that features “ordinary workers" who act as unsung heroes by displaying acts of passion and courage in their everyday lives.

Creative Execution

The reimagined labels feature different unsung heroes in their line of work mirroring St. Michael’s pose from the original logo. More than 30 Filipino unsung heroes were produced which include a farmer, carpenter, fisherman, driver, soldier, rice vendor, porter, call center agent, and a nurse among others. The campaign is still ongoing and more unsung heroes will be featured in the future. With the impact these labels made in the Philippine market, we adapted them into different media such as billboards, posters, print ads, and a music video dedicated to these unsung heroes.

Indication of how successful the outcome was in the market

The campaign inspired the whole nation and instilled a sense of pride among Ginebra drinkers. In 3 months, Ginebra sales increased 29%. Brand affinity also increased 250%. Not only did we make these people proud of what they drink, we made them proud of who they are.