Local icon meets global icon. Seizing the recognition of Filipinos’ resilience and creativity and capturing the essence of the brighter side of life, 50 Jeepneys travelling various routes throughout the city were brightly wrapped with elements of the “Coke Side of Life” campaign and the famous Coke bottle in 3-D adorned the roof of each bus. This creativity restored the fun in Jeepney travel after later models had become rather bland in their presentation.

Spontaneous awareness of the “Coke Side of Life” hit 73% from a baseline of 29%. Approximately 5 newspaper pages worth of press coverage on the converted Jeepney’s. 10x the investment in 2007, making it year-round and nationwide. Even the Philippine Organization of Graphic Designers want to expand the idea!