Orocan's new icebox gets a 'cool' origin story in GIGIL's latest film

Philippine homeware brand Orocan has launched a new campaign with creative agency GIGIL, transforming an unusual premise into a playful demonstration of product functionality.

The film introduces the brand’s newest product, the Koolit 65L Icebox, the largest model in Orocan’s line-up and its first to feature wheels. Designed to be durable, affordable and easy to transport, the product targets small and medium-sized business owners looking to upgrade from traditional styrofoam coolers.

In the Philippines, many small vendors still rely on disposable styrofoam boxes to store drinks and perishables. Orocan, often positioned as a local counterpart to global cooler brands such as Coleman, saw an opportunity to reposition the humble icebox as a more durable and practical business tool.

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To introduce the product, GIGIL developed a comedic short film centred on a character named Isagani – an introvert who literally turns into ice during moments of anxiety.

Instead of letting his condition hold him back, his entrepreneurial friend finds an opportunity. Together, they turn Isagani’s frozen episodes into a mobile juice business, chipping ice from his icy transformations and storing it in the Koolit 65L Icebox.

The narrative blends absurd humour with product demonstration, highlighting the cooler’s mobility and storage capacity. According to the campaign’s concept, the execution avoids digital trickery: no CGI or special effects were used in the film.

Beyond entertainment value, the campaign aims to resonate with the Philippines’ culture of “madiskarte” – a colloquial term describing resourceful, hustle-driven entrepreneurship.

Early response online suggests the concept struck a chord. Since its launch in November 2025, the campaign has generated over 49 million social media views and nearly 350,000 engagements.

The brand also reported commercial impact following the launch. Orders increased by 50%, while sales rose 35% as of January 2026, signalling strong uptake among the product’s target audience of small business operators.

By combining humour with practical product messaging, the campaign positions the Koolit 65L Icebox not just as a cooler, but as a tool that supports everyday entrepreneurship.

In the film’s closing idea, staying cool is no longer simply about temperature – it becomes a way to do better business.

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