For Overseas Filipino Workers (OFWs), Christmas can be a time of longing for family and familiarity. More than 360,000 Filipinos live in Australia, many of them supporting families back home and working even on Christmas. That’s why Coca-Cola teamed up with SBS to create SoundOfHome.FM, a 24-hour Christmas broadcast that transform Australian radio into a source of connection. The work was complemented with a film, ‘Sound of Home’, brought to life via Ogilvy.
Launched in partnership with SBS, Australia’s multicultural and multilingual public broadcaster, the initiative aired continuously from 6 pm on Christmas Eve to 6 pm on Christmas Day. Across those 24 hours, Australian airwaves carried carols, karaoke-style performances, and personal messages recorded by families in the Philippines – all dedicated to OFWs working across Australia.
Families recorded Caroloke performances – a blend of carolling and karaoke – alongside spoken dedications and expressions of gratitude. These were then programmed into the broadcast, allowing voices from across the Philippines to reach loved ones thousands of kilometres away.
“This initiative comes from a place of deep respect for the people who give so much of themselves from far away, a recognition of their immense, yet quiet sacrifices. We know that during the holidays, the distance and not being with family can feel heavier than ever,” Francis Izon Reyes, Coca-Cola marketing director for ASEAN and South Pacific said.
“With SoundOfHome.FM, we wanted to bring a moment of comfort, a small piece of home to Filipinos overseas – a familiar voice, a favourite carol, something to remind them that their sacrifice, love, and dedication are seen, valued, and deeply appreciated. That is the real spirit of Christmas, and we are honoured to help bring it to life,” Reyes added.
The campaign was activated weeks ahead of Christmas through a nationwide Caroloke Caravan in the Philippines, with Coca-Cola teams visiting major cities and Pasko (Christmas) festivals to help families record their messages. For those unable to attend in person, a digital platform allowed dedications to be uploaded remotely.
A notification system alerted OFWs when their family’s message was about to air, ensuring they could tune in at the right moment – whether mid-shift, on a break, or during a quiet hour of work.
Alongside the radio broadcast, Coca-Cola released a Christmas film titled ‘Sound of Home,’ shot across Australia. The film captures unfiltered reactions from OFWs as they hear their families’ voices: a mechanic pausing in a garage, a convenience store worker frozen in place, a kitchen hand smiling through tears.
“Our simple wish is that with this project, we hope we were able to bring even a moment of warmth to those spending Christmas far from home. If the Sound of Home helped one person feel remembered even for a few seconds, then we’ve done something meaningful this season,” Reyes added.
From a creative standpoint, the campaign chose radio – a medium often overlooked in a digital-first era – for its intimacy and immediacy. For Ogilvy @WPP OpenX, the agency behind the work, the choice was symbolic as much as strategic.
“Christmas is about togetherness, but for millions of OFWs, it’s defined by distance. SoundOfHome.FM was our way of using something as simple as radio to bring families closer – if only for a moment – on a day when it matters most. We couldn’t shorten the distance – but we did close the silence with a 24-hour love letter, in audio form,” Nikhil Panjwani, executive creative director, Ogilvy @WPP OpenX, said.
Credits:
Brand
The Coca‑Cola Company
Vice President
Elif Kaypak
Marketing
Tin Le Trung
Strategy Director
Adam Ross
Strategy Manager
Rob Webb
Marketing Director
Francis Izon Reyes
Content Manager
Rabiya Anjum
Marketing Director
Frenissa Mae Lagman
Marketing
Patty Manalaysay
Marketing
Anna Giselle Marina
Agency / Creative
Ogilvy Singapore
Executive Creative Director
Nikhil Panjwani
Creative Director
Alessandro Agnellini
Associate Creative Director
Hollie Iles
Creative Director
Anthony Campagna
Creative Director
Jari Kennedy
Creative
Sadhna Saku
Executive Creative Director
Dino Ocampo
Creative Director
Aiko So
Business Director
Kaye Sordan
Account Director
Wai Lavarias
Account Manager
Jordan Wei
Program Manager
Eugenia Ngan
Account Manager
Belle Santiago
Agency / Creative
WPP’s Open X
Head of Strategy
Arjun Vedanayagam
Brand Manager
Joshua Bagatsing
Manager
Campbell Cannon
Media
WPP Media
Strategy Director
Nic Jones
Business Affairs Manager
Damien Viviani
Media Team
Nandini C Saigal
Production
Hogarth Worldwide
Motion Graphics
Jacinta Loo
Producer
Gwynne Chan
Account Manager
Charissa Umpangco
PR
Ogilvy Singapore
PR Director
Nyko Rodriguez
Associate
Natasha Loh
Account Manager
Madeline Tan
