| Title | RECIPEOKE |
| Brand | HORMEL FOODS INTERNATIONAL |
| Product / Service | SPAM® BRAND |
| Category | A05. Music / Sound Design |
| Entrant | BBDO 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 |
| 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 |
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.
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.