Manila, Philippines – Global cola brand RC Cola has partnered with Mediabrands Content Studio Australia and Mediabrands Philippines, alongside creative and media companies The Glue Society and Ravenous Mantis, to launch a new fun and relevant campaign.
The campaign, which is fronted by a meme-ably manic rabbit, sets out to challenge teens across the world to stop asking ‘why’, and start asking ‘why not?’. It aims to take audiences on a wild reimagining of four of the greatest moments in human history, namely the discovery of fire, the creation of the Pyramids, the invention of the Internet, and the holy union of socks and sandals. The story twists history to suggest that RC Cola mixed with a ‘why not’ attitude was foundational to each pivotal, history-altering moment.
Paul Bruty, director at The Glue Society, said, “A naughty animatronic rabbit travelling through time seemed like the perfect thing to do for this project. It’s the kind of personality you could write a hundred different scripts for.”
Meanwhile, Olivia Warren, managing director at Mediabrands Content Studio, said that they love working on campaigns that stand out from the rest – fun, creative, bespoke, and bold – and RC Cola’s campaign is all of these and more.
“Deliberately different is what we all do best and our team aspires to always have a ‘why not’ attitude as this ensures we go the extra mile for our clients. It’s fabulous to be part of a true collaboration with a client and a raft of like-minded agencies who follow the same rules,” added Warren.
Tricia Camarillo-Quiambao, CEO of Mediabrands Philippines, also said, “This new global platform is testament to how work can be made post-pandemic, a border-breaking collaboration to create a fresh new ad, for an audience not defined by where they live but a common set of values. Our partnership with Mediabrands Content Studio and the Glue Society was seamless and fun.”
Francis Lamprea, RC Cola International’s managing director, commented, “We believe in the strength of the strategy behind the campaign. Lithuania is the first to embark on the ‘Why Not’ journey globally. We look forward to the Lithuanian youth embracing the RC Cola energy and positive attitude of both characters in the story.”