In the UAE, 89% of the population are expatriates. They work together during the week. Then on the weekend, they all join their respective communities. Except for the Filipinos. Every Filipino belongs to a tropa (“gang”). And they’re together during the weekend AND at work, lunch, dinner. Winter or summer. When Manny Pacquiao wins. When Manny Pacqiao loses. So du gave them a product to let them stay close with their friends. And to introduce it, we upheld the number 1 rule of a tropa: To always stick together no matter what.

Advertising Agency: Leo Burnett, Dubai, UAE
Creative Directors: Rafael Augusto, Michael Fillon
Art Directors: Bruno Bomediano, Shinil Damodar
Copywriters: Vusumuzi Khoza, Ritabrata Saha
Additional credits: Saad Yusuf, Ameer Zeitouni, Mahmoud Jaber, Shereen Mostafa, Nathalie ElBoustany, Richard Ang, Twisted Martinez
Published: November 2015