Title | SIDE BY SIDE |
Brand | SAN MIGUEL CORPORATION |
Product / Service | SAN MIGUEL PALE PILSEN |
Category | D01. Use of Film |
Entrant | McCANN 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 |
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 |
Ramon Alfonso | McCann Worldgroup Philippines | Art Director |
Marlon Borreo | McCann Worldgroup Philippines | Copywriter |
Jason Confessor | McCann Worldgroup Philippines | Art Director |
Justine Fernandez | McCann Worldgroup Philippines | Art Director |
Reggie Taganahan | McCann Worldgroup Philippines | Art Director |
Dan Ramos | McCann Worldgroup Philippines | Copywriter |
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 |
Jho Moya | Just Add Water | Producer |
Miguel De Leon | McCann Worldgroup Philippines | Planner |
Earl Javier | McCann Worldgroup Philippines | Planning Director |
AF Benaza | Artillerie | Director |
IJ Garcia | Loudbox Studios, Inc. | Music |
Thyro Alfaro | Loudbox Studios, Inc. | Music |
Allan Feliciano | Loudbox Studios, Inc. | Music |
Menlou Bibonia | San Miguel Corporation | SVP Marketing Manager |
Bea Totanes | San Miguel Corporation | Brand Manager |
Nelson Elises | San Miguel Corporation | Group Brand Manager |
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 online 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.