BBDO Guerrero Philippines uses face-swapping technology to boost Mountain Dew engagement
Supporting the initial three launch films created by BBDO Guerrero Philippines, Mountain Dew Ice has released “meme-generating” augmented reality filters on Instagram to share the fun to its followers.
The filters use face-swapping technology to let fans own that ‘mas cool’ (cooler) element in their own amusing way, by inserting their faces over choice characters in the popular online films and literally turning themselves into a meme. These filters were inspired by the two out of the three launch films for Mountain Dew Ice which puts a hilariously cool refresh to some of the most famous local memes and viral content — from sappy K-Drama scenes to cheesy dance challenges with your jowa (boyfriend).
The comical filters coupled with joke-filled influencer activations continue to spark a barrage of user-generated content, witty memes, GIFs, and creative online responses that have yet to slow down.
“We wanted to create something that wasn’t just funny and attention-grabbing but resonated very strongly with the market and of course – the times,” David Guerrero, BBDO Creative Chairman says. “Mountain Dew Philippines is very much tapped into youth culture. And with all of us consuming and generating more memes and viral content than ever, it felt fitting to capture this generation’s spirit through the lens of the Internet.”
The three prior films deliver a wacky yet strikingly accurate parody that claims—literally and figuratively—everything is “mas cool ‘pag my Ice” (cooler with Ice), especially when hit with a burst of Dew Ice and its refreshing lemon-lime goodness. Together, the online videos have already racked up over 14M views, becoming the most shared and viewed content in Mountain Dew Philippines history and paving the way for a truly engaging, digitally native campaign that has the Internet in stitches.
“There has been an outpouring of engagement and praise for our “Mas Cool ‘Pag May Ice” campaign presenting such a bold and unconventional take on modern Filipino meme-culture. From polarizing online debates to the full-on explosion of fandoms—the reception of all three videos has been absolutely thrilling, to say the least,” Mikey Rosales, PepsiCo Marketing Director shares on the campaign’s massive positive response.
Credits
Client: PepsiCo
General Manager: Nitin Bhandari
PepsiCo Marketing Director: Michael Rosales
CSD Marketing Lead: Gutzee Segura
Brand Manager: Dominique Layugan
Brand Assistant: Cristina Sim
Agency: BBDO Guerrero
Chairman/Chief Creative Officer: David Guerrero
Creative Director: Andi Olbes, Nikki Sunga
Art Director: Anne Solomon
Copywriter: Eboy Jose
General Manager: Angelica Lorenzo
Group Account Director: Kyle Cruz
Account Director: Maritoni Carrillo
Sr. Account Manager: Jessica Lara
Account Manager: Shanna Desiderio
Chief Strategic Officer: Roshan Nandwani
Sr. Strategic Planner: Larah Lee
Social Director: Dan Camarao
Socia Media Manager: Lubern Luna
Social Content Creators: Marlon Ecalnea, Charisse Del Rosario
Traffic Manager: Jane Sindayen, Chai Apura
Head of Integrated Production: David Wright
Associate Producer: Lex Nocheseda
Editor: Cedie Ebarle
Creative Technologist: Ernest Pascual
AR Developer: Teejay Jamlang
Production: Go Motion
Director: Johann Alcantara
DoP: Ber Cruz
Exec. Producer: Jon De Chavez
Agency Producer: Anj Dela Calzada
Production Designer: Roma Regala
Production Manager: Audrey Tamayo
Editor: Glenmark Doromal, Jay Jacino
Colorist: Biba Abiera
Online Artist: Lodz Gubani
Music composers: Robbie Factoran, BP Valenzuela
Sound mixer: Tara Lim
Media: Mindshare
Client Lead: Miko Amoncio
Digital Manager: GP Pantig
Digital Lead: Tanzeela Khan
Digital Manager: Gelu De Guzman
Sponsorship and Content Associate: Marcia Cruz
PR: Bridges
Managing Director: Angelica Lim
Lead for Overall Media Relations & Editorial Content: Alexei Villaraza
Media Director: Maui Velasco
Lead Account Manager: Marco Villaraza
Support Account Manager: Isa Caiña
Influencer Manager: Nicole Sarmiento
Influencer Content Strategist: Celine Sabinosa
Project Manager: Denise Cerda
Creative & Graphic Designer: Marion Francisco