Media > Use of Media

BOTTLE LIGHTS

BBDO GUERRERO, Makati City / undefined / 2012

Awards:

Bronze Cannes Lions
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Film
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Overview

Credits

Overview

Effectiveness

Over 10,000 volunteers gathered, 20,000 bulbs installed, 46,666 lives brightened. The project was named "Best of the Best" at the 2012 PepsiCo AMEA Global Performance with Purpose Awards in competition with 16 other shortlisted projects across the entire PepsiCo system. It also gained the support of the Philippine government and was specially commended at the 2011 World Climate Conference. It was covered by BBC, NHK and other networks, and presented at TED X in Dubai and Mumbai. The project is now being spread in Kenya, Uganda, Indonesia, Vietnam, Mumbai and Colombia.

Execution

Together with MyShelter Foundation, Pepsi helped create a low-cost, carbon-free lighting solution using old plastic bottles, water and bleach. Solar bottle lights are installed on roofs to refract sunlight into 55W of light. The brand has installed over 20,000 lights through a combination of volunteer action, online donations and direct sponsorship.To spread the project, Pepsi helped establish a centre to train volunteers and educate companies, schools and people on how to create and install lights.

A city of lights, wherein every home is lit by at least 2 bottle bulbs, was also created. It is the model city that shows the effectivity of bulbs in reducing power consumption and carbon emission. It will be replicated in different communities in the Philippines and around the world.

Strategy

Pepsi wanted to extend its long-running ‘Sarap Magbago’ (Change tastes good) campaign. True to its commitment to change, the brand continues to find real solutions to real problems to engage the youth in creating positive change.In the Philippines, daytime lighting is a scarce commodity for urban poor communities. Millions of homes have no natural light source so lights must be kept on day and night, causing electric bills to rise. More often than not, these families choose to live in the dark to keep their children fed.So, Pepsi turned old plastic bottles into instruments of change.

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