| Title | GINEBRA FRONTLINER LABELS |
| Brand | GINEBRA SAN MIGUEL, INC. |
| Product / Service | GINEBRA SAN MIGUEL |
| Category | E01. Food / Drink |
| Entrant | DENTSU ONE MANILA MANILA, THE PHILIPPINES |
| Idea Creation | DENTSU ONE MANILA MANILA, THE PHILIPPINES |
| Production | DENTSU ONE MANILA MANILA, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Jerry Hizon | Dentsu One Manila | Chief Creative Officer |
| Paolo De Leon | Dentsu One Manila | Creative Director |
| Aries Balderama | Dentsu One Manila | Art Director |
| Jeremy Lopez | Dentsu One Manila | Copywriter |
| Peter Peraren | Dentsu One Manila | Illustrator |
| Rommel Francia | Dentsu One Manila | Final Artists |
| Susan Dimacali | Dentsu One Manila | CEO |
| Abby Espiritu | Dentsu One Manila | Division Head |
| Genie San Juan | Dentsu One Manila | Account Director |
| Colin Badidles | Dentsu One Manila | Account Manager |
| JC Catibog | Dentsu One Manila | Country CEO |
| Ez Abrero | Dentsu One Manila | Chief Strategy Officer |
| Rey Leuterio | Dentsu One Manila | Head of Strategy |
| Fay Ballo | Dentsu One Manila | Planner |
| Jhanelle Vitug | Dentsu One Manila | Researcher |
| Quinlin Roxas | Dentsu One Manila | Community Manager |
| Jan Maming | Dentsu One Manila | Community Manager |
BACKGROUND: Ginebra San Miguel’s classic label artwork of St. Michael vanquishing the Devil has become a representation of the heroic Filipino worker – fighting the good fight against all odds. CHALLENGE: Known for championing the working class and the drink that embodies the Never Say Die spirit, how can Ginebra San Miguel continue uplifting the working Filipino in the middle of a pandemic?
IDEA: Ginebra San Miguel showcased the heroic Filipinos working in the frontlines of the pandemic in their bottle labels. The labels celebrated their Never Say Die fighting spirit, serving as the epitome of Ginebra’s equity of REAL COURAGE and their ability to rise above adversity.
The brand reimagined its classic artwork in the label to showcase different Filipino frontliners who embodied the Real Courage Within (Tapang Na Tunay) credo of Ginebra during the pandemic. Initially a series of Facebook posts, it became actual Ginebra San Miguel special edition bottle labels due to public demand.
Total Engagement: 169,000 (est.) Total Reach: 2,300,000 (est.) Total Engagement Rate: 17.36% Media Engagement: 12,000 (est.)
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