Insight 
Bayanihan is a Filipino word to describe the community spirit of working together to achieve a common goal.  We know that people care about their friends and their contributions to social gatherings, with research showing that the quality of drink brought, correlates to the importance of the occasion.

 

Solution
Don Papa Presents: Do the Most
A campaign bringing the Filipino spirit of coming together to every home (bayan) in the UK.

 

Execution
We will position Don Papa MassKara as the perfect and necessary contribution to the party. The drink of choice perfect for social gatherings.

Working with Google, we will launch Don Papa Masskara on New Years Eve - a time of year when people get together. We will make sure that Don Papa Masskara is at every checkpoint between your home and the party, ensuring you're never without a worthy contribution.