SIDE BY SIDE

Short List
TitleSIDE BY SIDE
BrandSAN MIGUEL CORPORATION
Product / ServiceSAN MIGUEL PALE PILSEN
CategoryA07. Use of Original Music
EntrantMcCANN MANILA, THE PHILIPPINES
Idea Creation McCANN MANILA, THE PHILIPPINES
Media Placement THE HUDDLE ROOM Makati, THE PHILIPPINES
Production LOUDBOX STUDIOS Makati City, THE PHILIPPINES
Production 2 ARTILLERIE MEDIA Makati, THE PHILIPPINES
Additional Company SAN MIGUEL BREWERY Mandaluyong City, THE PHILIPPINES

Credits

Name Company Position
Joe Dy McCann Worldgroup Philippines Chief Creative Officer
Maan Bautista McCann Worldgroup Philippines Creative Director
Ramon Alfonso McCann Worldgroup Philippines Associate Creative Director
Maan Bautista McCann Worldgroup Philippines Copywriter
Adri Bautista McCann Worldgroup Philippines Copywriter
Marlon Borreo McCann Worldgroup Philippines Copywriter
Dan Ramos McCann Worldgroup Philippines Copywriter
Jason Confessor McCann Worldgroup Philippines Art Director
Justine Fernandez McCann Worldgroup Philippines Art Director
Reggie Taganahan McCann Worldgroup Philippines Associate Creative Director
Jay Jamoralin McCann Worldgroup Philippines Art Director
Sheriza Yu McCann Worldgroup Philippines Art Director
Mitzie Nacianceno McCann Worldgroup Philippines Associate Managing Partner
Joms Robles McCann Worldgroup Philippines Account Director
Miguel De Leon McCann Worldgroup Philippines Planner
Earl Javier McCann Worldgroup Philippines Planning Director
Jho Moya Just Add Water Producer
AF Benaza Artillerie Director
IJ Garcia Loudbox Studios, Inc. Music
Thyro Alfaro Loudbox Studios, Inc. Music
Allan Feliciano Loudbox Studios, Inc. Music
Bea Totanes San Miguel Corporation Brand Manager
Nelson Elises San Miguel Corporation Group Brand Manager
Menlou Bibonia San Miguel Corporation SVP Marketing Manager

Write a short summary of what happens in the film

For generations, San Miguel Pale Pilsen has been the favorite beer of Filipinos. But in recent years, it has struggled to connect with the younger drinkers, losing ground to imported beers. How could we connect to the younger crowd without losing our connection to older ones? By capitalizing on something Filipinos of all ages agree on: brotherhood and music. San Miguel released two music videos—one for each market. Side A was specifically created for the older group, using music, lyrics and design from that era. Side B had a more modern take for the younger ones, sporting their kind of sound and style. But when both videos were played side by side, they formed a new video, combining melodies and lyrics to form a new song. The campaign encouraged both generations to come together for the shared experience.

Tell the jury about the creation of the original music track.

To appeal appeal to both the older and younger generation of Filipino drinkers, San Miguel released two online music videos with two original music compositions, one for each market. The first one (Side A) perfectly captured the sound of the older generation. The melody was inspired from 70s disco hits--from the groovy tempo,the choice of instrumentation, the singing style. The second one (Side B) is a modern, upbeat mix that’s made for today’s generation. The beat takes on a more hip, electronic vibe--similar to the tracks played in clubs these young drinkers frequently go to. Side A and Side B were very faithful to each genre and each decade. But together, played side by side, the lyrics and melody blended seamlessly into a new song about timeless friendship. Proving that there are some things both generations can agree on: friendship and an ice-cold San Miguel Beer.

Links
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