| Title | HAPPIEST FATHER'S DAY |
| Brand | SAN MIGUEL CORPORATION |
| Product / Service | SAN MIGUEL PALE PILSEN |
| Category | B02. Promotional Item Design |
| Entrant | McCANN MANILA, THE PHILIPPINES |
| Idea Creation | McCANN MANILA, THE PHILIPPINES |
| Production | ARCADE FILM FACTORY Makati City, THE PHILIPPINES |
| Production 2 | BLOCK 12 Makati, THE PHILIPPINES |
| Additional Company | SAN MIGUEL BREWERY Mandaluyong City, THE PHILIPPINES |
| 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 |
| Reggie Taganahan | McCann Worldgroup Philippines | Associate Creative Director |
| NJ Mijares | McCann Worldgroup Philippines | Copywriter |
| Reggie Taganahan | McCann Worldgroup Philippines | Art Director |
| Ramon Alfonso | McCann Worldgroup Philippines | Art Director |
| Maan Bautista | McCann Worldgroup Philippines | Copywriter |
| Meck Besinga | McCann Worldgroup Philippines | Art Director |
| Marlon Borreo | McCann Worldgroup Philippines | Copywriter |
| 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 |
| Noemi Zamora | McCann Worldgroup Philippines | Production Group Director |
| Marius Talampas | Arcade Film Factory | Director |
| Jho Moya | Just Add Water | Producer |
| Bea Totanes | San Miguel Corporation | Brand Manager |
| Nelson Elises | San Miguel Corporation | Group Brand Manager |
| Menlou Bibonia | San Miguel Corporation | SVP Marketing Manager |
Mother’s Day is huge in the Philippines. Moms get the most thoughtful gifts from their families. But Father’s Day? Not so much. Dads often get boring, generic gifts. San Miguel Beer wanted to change this and make dads feel just as celebrated on Father’s Day. The brand took the most clichéd dad gifts and reimagined them to contain something that all dads love: beer. Now, the most common gifts became dad-worthy, making Father’s Day the happiest that it can be for dads.
We took the most cliched dad gifts and redesigned them to conceal something that dads would really love to receive: beer. The Beer Necktie is both ready to wear and ready to drink. The Beer Frame holds favorite memories and his favorite beer. The Beer Trophy is best served cold with the Best Beer in the World inside. A film launched these reinvented gifts, and were readily made available just in time for the big day. By reinventing the way we packed our beer, we turned the day into the Happiest Father’s Day ever in the history of dads.
We took the most cliched dad gifts and redesigned them to conceal something that dads would really love to receive: beer. The Beer Necktie is both ready to wear and ready to drink. The Beer Frame holds favorite memories and his favorite beer. The Beer Trophy is best served cold with the Best Beer in the World inside. By reinventing the way we packed our beer, we turned the day into the Happiest Father’s Day ever in the history of dads.
This effort was able to reach a total of 9.4M people. And it was well-loved, with content’s engagement rates exceeding benchmarks by 69.5%. During this time period, the brand also saw a double-digit increase in a brand health metric strongly associated with likelihood to purchase, “Proud to be seen drinking” from 33.5 to 57.4 compared to the previous year.