Cannes Lions
BBDO GUERRERO, Makati City / PEPSICO / 2011
Awards:
Overview
Entries
Credits
Execution
Most public schools in the country are small, suffocating and in need of repair. In one storm alone, 2,700 schools were destroyed. Pepsi Bottle School called on the youth to provide a sustainable solution, by building a school made of plastic bottles. Each classroom built is twice the size, four times stronger than average, with 14-inch walls to keep out the heat. All at half the regular cost. Pepsi had a bottle collection drive online, in press, outdoor media and a fun run where the fee was paid in bottles. We also had volunteer sign-ups for the build.
Outcome
30,000 people participated in The Bottle School Project, from bottle collection to school construction. All major newspapers and TV networks in the country covered the project, garnering more than P2.5 million worth of free coverage. The success of the first bottle school in the Philippines has paved the way for 8 additional classrooms to be built in the same fashion.
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