Cobra is the Philippine's number one energy drink, heavily catering to blue-collar market. For Labor Day, the brand wanted to pay tribute to the working class without losing the interest of the youth. Hollywood-inspired movie posters were created featuring the nation's heartthrob, Coco Martin, where he played the roles of different professions for each piece.
With the Filipino people's obsession with puns and of course, Coco Martin, the social campaign became a viral hit during the long Labor Day weekend.
POST COPY TRANSLATION:
"This Labor Day, you hardworking people are really the heroes! That's why we're presenting to you the #CobraPelikuLaborDay Tribute, featuring Coco Martin! Which of the 7 is your favorite?"