GIGIL turns a frozen man’s hassle into hustle in their latest film for Orocan Icebox
GIGIL Philippines has created a new spot for Orocan, the local counterpart to Coleman, targeting a market where many small and medium-sized business owners still rely on clunky styrofoam boxes. The campaign sees an opportunity to redefine what “cool” means for negosyos, or businesses.
To launch its first and largest icebox with wheels, the Orocan Koolit 65L Icebox, the brand rolled out a film that demonstrates how functionality can also be entertaining. Affordable, durable and built for mobility, the Koolit 65L positions itself as the ultimate upgrade for business owners ready to move on from disposable solutions.
The film tells the story of Isagani, an introvert who literally turns into ice during nerve-wracking moments. Instead of letting anxiety hold him back, his madiskarte friend sees potential. Together, they transform Isagani’s “cool” condition into a mobile juice business—chipping ice from his frozen episodes and storing them in the Koolit 65L.
No CGI. No special effects. Just practical ways, practical product benefits, and a wildly cool idea brought to life.
The campaign struck a chord online, so far generating 49,480,644 social media views and 348,961 total engagements. Since its launch in November 2025, orders have increased by 50%, with a 35% surge in sales recorded as of January 2026.
With Orocan Koolit 65L, staying cool isn’t just convenient, it’s also good for business.
Credits
Agency: GIGIL
Chief Creative Officer / Creative Partners: Herbert Hernandez, Badong Abesamis
Managing Partner: Jake Yrastorza
Creative Director: Dana De Leon
Associate Creative Director (Support): Jillian Librodo
Copywriter: Iby Castro, Floyd Scott Tiogangco
Art Directors: Quatro Los Banos, Seph Asentista
Art Intern: Elaiza Lopez
Copy Interns: Dave Agbuya, Angel Ramos
Head of Art: Ronchris Cosme
Social Media Analyst: Fritz Dalawampu
Junior Strategic Planner: Phyllis Ong
Strategic Planning Director: Nanais Hernandez
Post Production Specialist: Joseph Linga
Junior Post Production Specialist: Klaurence Cruz
Junior Post Production Specialist: Acey Semania
Group Account Director: Bev Lubid
Account Supervisor: Sean Cu
Account Director: Yosh Kikkawa
Account Manager: Shem Cadapan
GIGIL MEDIA / NAKS!
Media Director: Margie Husmalaga
Lead Buyer: Patricia Sy
Media Associate: Maureen Tan
Production: ARCADE FILM FACTORY
Producer: Sasa Abella, Denise Elizon
Director: Marius Talampas
EP: Pola Collado
LP: Mara Ravelo Bernaldo
PM: Kristine Aguilar
DOP: Dix Buhay
AD: James Sales
PD: Whammy Alcazaren
Wardrobe: KC Contrevida
Staff: Simon Flores, Mei Pondare, Nare Dela Cruz
Mock Up Artist: Rene Abelardo
HMUA: Dianne Delmundo, Peachy Villaflor
Propsman: Bobot Atanacio
Livesound: Jacob Guce – EElectric Studio
Gaffer: Joel Tiongson
Keygrip: Gio Canlas Jr.
Camera Operator: Bernard Aringo, Ian David, Gian Caluag
Offline: Alvin Chan
Grading: Barebones
Online: Neil Mendoza
