Goals and objectives
May 23, 2017 - a small city called Marawi, located in the province of Lanao Del Sur, Philippines was besieged by militants affiliated with the Islamic State of Iraq and the Levant (ISIL). It was the day when the democracy and peace of the Filipino people were yet again threatened by terrorism. For 5 long months, what was initially an isolated case escalated into a war that had an impact of national proportions - it touched on a sensitive social issue of religious diversity among Filipinos, between Filipino Christians and Muslims.
The need to unite as a country against these divisive threats prompted the founder of one of the oldest corporations in the Philippines, Zest-O Corporation to take action. Zest-O Corporation has been the Philippine's biggest beverage manufacturer in the country for almost 40 years. Filipinos across economic groups, ages, and genders nationwide grew up drinking Zest-O, with all having that shared experience of growing up with the brand.
The agency was faced with a challenging task to launch a campaign for Zest-O that would enjoin Filipinos, regardless of religious beliefs for a united, resilient and selfless love for one another amidst this crisis, and to boldly call on for peace in the country.