The tradition of sending Balikbayan boxes is a way for Overseas Filipino Workers (OFW) to send love home to their families. Over 7 million boxes are sent every year. Our TAXI/VML set out to design holiday wrapping paper-inspired Balikbayan boxes. We created patterns that combined the iconic Coca-Cola bottle and Filipino and Canadian flag elements into radiant shapes based on Filipino parol lanterns . A series of three unique patterns were made. To spread the magic, we created a film about the experience of one of the recipients of the boxes. So far, 200 families in the Philippines will receive custom Balikbayan boxes from Toronto with shipping costs included.
Balikbayan Magic started in Canada, but Coca-Cola has plans to make it a global initiative.
Studio // TAXI/VML CCO // Graham Lang ACDs // Sasha Ortega + LB Cooper Design Director // Sam Bullis Designer // Jenn Yoon Client // Coca-Cola
The tradition of sending Balikbayan boxes is a way for Overseas Filipino Workers (OFW) to send love home to their families. Over 7 million boxes are sent every year. Our TAXI/VML set out to design holiday wrapping paper-inspired Balikbayan boxes.
We created patterns that combined the iconic Coca-Cola bottle and Filipino and Canadian flag elements into radiant shapes based on Filipino parol lanterns . A series of three unique patterns were made.
To spread the magic, we created a film about the experience of one of the recipients of the boxes. So far, 200 families in the Philippines will receive custom Balikbayan boxes from Toronto with shipping costs included.
Balikbayan Magic started in Canada, but Coca-Cola has plans to make it a global initiative.
