The pandemic has led Filipinos to a lot of unhappy realities, that's why the Philippines dropped to #61 at the 2020 World Happiness Ranking.The longest lockdown also hindered Filipinos from doing what makes them the happiest - creating human connections

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Introducing: Selecta Happinas, a campaign that inspired Filipinos to choose and share happiness through ice cream. It launched through a film featuring comedian Red Ollero sharing scoops of happiness in his community, inspiring thousands to send ice cream to their loved ones so they can enjoy ice cream even when they're not together. The film led to the Happinas Map - a microsite that mapped out happy moments across the country by sharing Selecta with one another.

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On launch week, Selecta sales bumped up to 300%. Digital assets garnered a reach of over 20 million on Facebook, over 16.5 million on YouTube, and over 16 million pesos worth of earned media. in the past year, over 500,000 scoops of ice cream were also shared to communities in need.