Globe Telecom continues to garner recognition for its acclaimed advertisement for Rogue One: A Star Wars Story, entitled “Mask.” After its recognition at the prestigious Brand Film Festival New York, at the local Kidlat creative awards, and at last week’s PANAta Awards, Globe received six more citations, this time from the Asia-Pacific Tambuli Awards 2017.
The telco’s winning campaign took home one out of five Grand Prix awards for the Media, Branded Content and Entertainment category. The rest of its recognitions included a Gold award for Media, Video Screen; Gold for Humanity and Culture, Responsible Citizenship; Silver for Creative, Creative Effectiveness; and finally, Bronze for Creative, Public Relations.
Rounding up its wins was the award for Advertiser of the Year alongside its agency partner PublicisJimenezBasic who won Creative Agency of the Year.
The Globe advertisement told the story of a young Star Wars fan who hides her sickness behind a Stormtrooper mask, and whose mask helps her to be bold even when facing others whom she fears may harshly judge her. Beyond the ad, the #CreateCourage campaign also made waves with its engaging social media executions as well as the company’s use of the material to call for donations for the rehabilitation of the pediatric cancer clinic of the Philippine General Hospital that Disney also supported.
“It is meaningful campaigns like this that keep us inspired to develop more relevant content online,” said Albert de Larrazabal, Chief Commercial Officer, Globe Telecom. “We are honored to be bringing home the Tambuli awards and we look forward to another opportunity to give our customers more compelling content that is as captivating and engaging as this.
The Asia-Pacific Tambuli Awards is the pioneer award show globally on effective advertising for good. It honors brands that do good and do well—the seamless integration of creativity + human good + results. The Asia-Pacific Tambuli Awards began in Manila in 2005, and opened up to the Asia Pacific region in 2012. The Tambuli (a native Filipino horn) is organized by the School of Communication of the University of Asia and the Pacific (UA&P) in collaboration with the industry, to create a positive impact in society through marketing communications.
When the Rogue One video was launched in December 2016, the ad hit viral status in a matter of days, reaching 45 million views from around the world. In the first two days of the campaign, the ad received 3.9 million views, 88,000 shares, and 144,000 reactions on Globe’s Facebook page. It was also the only Filipino ad to be featured in CNN International’s article on 2016 Holiday Videos, a selection of ads which highlighted tolerance and togetherness; this despite the fact it was not a Christmas-themed story. It has also been featured in international websites such as The Huffington Post, Adweek, and Mashable to name a few.