Coca-Cola gave the ‘Sound of Home’ to overseas Filipino workers in Australia over Christmas
The holiday season is meant to be joyful, yet for many OFWs, the weight of distance can dim the spirit they work so hard to sustain for others. Grounded in the global Christmas insight that “the pressures of the holidays steal the Christmas spirit from the true givers,” Coca-Cola sought to uplift these unsung heroes in a way that only Coca-Cola could: through the familiar, comforting Sounds of Home.
More than an airwave takeover, SoundOfHome.FM became a 24-hour broadcast of Caroloke (carol + karaoke), personal dedications and messages of gratitude recorded by families across the Philippines for loved ones working overseas. The platform enabled emotional connections to travel across oceans through music and voice.
“This initiative comes from a place of deep respect for the people who give so much of themselves from far away, a recognition of their immense, yet quiet sacrifices,” said Francis Izon Reyes, Coca-Cola Marketing Director for ASEAN & South Pacific. “We know that during the holidays, the distance and not being with family can feel heavier than ever. With SoundOfHome.FM, we wanted to bring a moment of comfort, a small piece of home to Filipinos overseas – a familiar voice, a favourite carol, something to remind them that their sacrifice, love, and dedication are seen, valued, and deeply appreciated. That is the real spirit of Christmas, and we are honoured to help bring it to life.”
Ahead of Christmas, Coca-Cola rolled out a nationwide Caroloke Caravan, visiting key cities and major Pasko festivals to help families record personalised messages and carols. A digital platform also allowed families to upload dedications remotely, supported by a notification system that alerted OFWs when their message was about to air.
The broadcast ran from 6pm on Christmas Eve to 6pm on Christmas Day, delivering festive programming and moments of nostalgia throughout the 24-hour period.
The brand also released a Christmas film, Sound of Home, filmed in Australia, capturing real reactions from OFWs as they heard messages from their families while at work.
Reyes added: “Our simple wish is that with this project, we hope we were able to bring even a moment of warmth to those spending Christmas far from home. If the Sound of Home helped one person feel remembered even for a few seconds, then we’ve done something meaningful this season.”
Nikhil Panjwani, Executive Creative Director Ogilvy @WPP OpenX, commented, “Christmas is about togetherness, but for millions of OFWs, it’s defined by distance. SoundOfHome.FM was our way of using something as simple as radio to bring families closer – if only for a moment – on a day when it matters most. We couldn’t shorten the distance – but we did close the silence with a 24-hour love letter, in audio form.”
The initiative reinforces Coca-Cola’s longstanding focus on human connection, highlighting the emotional power of sound to bring people together, even when families are oceans apart.
Watch the Sound of Home film on YouTube or visit SoundOfHome.FM