RECIPEOKE

Bronze Spike

Demo Film

Presentation Image

TitleRECIPEOKE
BrandHORMEL FOODS INTERNATIONAL
Product / ServiceSPAM® BRAND
CategoryA05. Music / Sound Design
EntrantBBDO GUERRERO Makati City, THE PHILIPPINES
Idea Creation BBDO GUERRERO Makati City, THE PHILIPPINES
Media Placement OMD PHILIPPINES Makati City, THE PHILIPPINES
Media Placement 2 MEDIADONUTS Makati City, THE PHILIPPINES
Production FLARE MANILA Makati City, THE PHILIPPINES
Production 2 WYD PRODUCTIONS Makati City, THE PHILIPPINES

Credits

Name Company Position
David Guerrero BBDO Guerrero Creative Chairman
Federico Fanti BBDO Guerrero Executive Creative Director
Ali Silao BBDO Guerrero Creative Director
Jamie Que BBDO Guerrero Creative Director
Emman Carandang BBDO Guerrero Associate Creative Director
Gio Gamban BBDO Guerrero Copywriter
Jax Guillen BBDO Guerrero Art Director
Gab Bernal BBDO Guerrero Art Director
Liezl Villamor BBDO Guerrero Account Director
Angela Nuñez BBDO Guerrero Account Director
Celine Larracas BBDO Guerrero Senior Account Manager
Marrinel Poblete BBDO Guerrero Account Manager
Cristina Buenaventura BBDO Guerrero Executive Director of Planning
Roshan Nandwani BBDO Guerrero Executive Director of Transformation
Oleg de Leon BBDO Guerrero Digital Experience Manager
Ernest Pascual BBDO Guerrero Digital Trainee
Angela Sison BBDO Guerrero Digital Trainee
Angela dela Calzada Just Add Water Broadcast Producer
David Wright Flare Manila Head of Integrated Production
Luisa Olarte Flare Manila Executive Producer
Carl Graham Flare Manila Director
Ian Guevara Flare Manila Director Of Photography
Wilberto Abenido Flare Manila Editor
Denise Galoyo WYD Productions Executive Producer
Judd Figuerres WYD Productions Director
Sarah Arrogante WYD Productions Production Designer
Rutherford Celino Flare Manila Editor

Describe the creative idea

SPAM® made recipes sing, literally, with SPAM® Recipeokes. These cheesy sing-along karaoke videos are also step-by-step recipe videos. We targeted Filipino millennials who famously love karaoke. It’s well known that Filipinos will sing karaoke at every opportunity, including funerals. So, by combining recipe videos which are amongst the most watched on social media with karaoke, we knew we had a sure hit on our hands.

Describe the execution

We worked closely with top musicians to compose 6 original “recipeoke” videos. Each is ostensibly a love song between SPAM® and another ingredient, but also has step-by-step cooking instructions. Each is patterned after a popular karaoke music genre: boyband, R&B, arena rock, 80s dances, power ballad, and soft rock. We painstakingly recreated the lyric style, instrumentation and composition of each genre. These were launched on Facebook and YouTube. SPAM® asked people what other ingredients they wanted featured. And the brand, in collaboration with popular online artists, responded with new Recipeokes. As a follow-up, SPAM® tapped one of the Philippines’ most popular artists, Kyla. She starred in 5 additional Recipeokes inspired by nostalgic, diva music videos from the likes of Mariah, Celine and Whitney. These aired on TV nationwide, and were uploaded on to Facebook, Instagram, YouTube and even LED billboards. SPAM® also partnered with Rockstar KTV Bar for a promo where guests could sing the Recipeokes to get a SPAM dish free.

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