SOLEIL BADENHOP - COKE 'WOMEN'

UNLADYLIKE

Over the years, Filipinos learned to live with a patriarchal façade while women are expected to stay within the home. Over time, women slowly broke glass ceilings in different areas of a society dominated by men. But they still have a long way to go. To push women forward during a time of misogynistic culture fueled by the country’s leaders, Coca-Cola wanted to remind every Filipino woman to turn insensitive remarks like “Kababae Mong Tao” (Unladylike biases) into empowering ones. They released a film on International Women’s Month showing Coca-Cola’s efforts in supporting Filipino women entrepreneurs in the entire country over the past decade. As they continue to support more women who were economically displaced due to the pandemic, they delivered a strong message within the film that’s very timely, inspiring, and solution-driven.

AWARDS + PRESS

Campaign Spotlight: Coca-Cola PH’s International Women’s Day film by dentsu Jayme Syfu underscores the importance of intentional inclusion; challenges the negative biases made towards women - adobo Magazine OnlineShare this postMANILA, PHILIPPINES — “Kababae mo’ng tao…” – a common phrase used by a lot of people, not just the older generations, to ascertain why certain actions do not conform to what is dictated by society. The phrase is heavily influenced by the ever evolving but mostly patriarchal-driven culture of the Philippines. Though it […]

Coca-Cola Philippines International Women’s Day film via dentsu Jayme Syfu challenges the negative biases made towards women everydayIn Coca-Cola Philippines latest film via dentsu Jayme Syfu, women are confronted with real-life situations that box women into stereotypes — from phrases such as "Kababae mo’ng tao, ang brusko mo” (You’re a woman, but you act so rough) or “Kababae mo’ng tao, palaban ka” (You’re a woman, yet you’re d

CREDITS

ECD: Merlee JaymeACD: Soleil BadenhopArt Director: Chary Chu