DENTURES

Having already been successful with a previous GIGIL produced campaign, RC Cola asked the agency to create a follow up for their newest product. The Qute line was the smallest size bottle in the brand line and the client wanted to highlight how even their smallest size, at 8 fluid ounces, had more than their competitor whose smallest size was only 6 fluid ounces.

To prevent leaning too much on past success, the company assembled a new team for the product that could provide a new approach while still continuing in the spirit of the previous campaign. Me and the rest of this new team decided to do away with the original’s body horror as that was the focus of the online discussion upon release. Instead, we decided to take inspiration from Filipino soap operas and expound on their inherent surrealism. With this, we were able to create a spiritual successor to the previous advertisements while continuing to push forward our creative work.

GIGIL
Creative Director: Dionie Tanada
Copywriter: Greggy Gregorio
Senior Art Director: JC Aujero
Art Director: Me
Producer: Sasa Abella
Production House: Arcade Film Factory