Had you been following this blog, I (Hubby) wrote that Globe’s Rogue One #CreateCourage campaign is to raise awareness for the company’s partnership with the Philippine General Hospital (PGH). That same video have been receiving recognition not just locally but also abroad.
Globe Telecom’s advertisement for Rogue One: A Star Wars Story, entitled “Mask”, bagged the award for Best Short Form in the recently held 2017 Brand Film Festival New York. Globe Telecom is the first Philippine brand to be part of the film fest’s roster as well as the sole winner for Asia this year.
The Brand Film Festival New York showcased 2016’s most artistic, creative, and effective branded content films — from YouTube videos to long-form documentaries. Held annually, it is a unique and important gathering that honors a new generation of marketing storytellers while rewarding the brands, agencies, and craftspeople who lead in their fields.
Feeling proud about Globe’s achievement at Brand Film Festival, Albert de Larrazabal, Chief Commercial Officer of Globe Telecom shares, “Creating societal value is important to us in any campaign that we take on. Rogue One: A Star Wars Story had very inspiring values that allowed us to come up with the story for the ad. We are humbled with the opportunity to give children a voice through this ad, shedding light on their resilience despite challenges. Being recognized by an institution such as the Brand Film Festival New York is truly an honor for all of us at Globe.”
The #CreateCourage ad also received a citation in the Best Corporate category at the Brand Film Festival awards alongside Nutella® Originals Presents: Spread the Happy Series, Season 1 and CableLabs and Ivory Worldwide for ‘The NearFuture’. It also garnered a silver award at Asian Ad Fest.
“Mask” also led in the Philippines’ Kidlat Awards which is an annual creative competition celebrating the country’s best and most creative advertising work. Globe brought home the coveted Grand Kidlat award in the Film category as well as Gold awards for Best Direction and Best Editing.
This film has also been shortlisted at the Tangrams Effectiveness@Spikes Awards, the Asia-Pacific awards which honor outstanding marketing strategies that deliver remarkable business results.
The Tangrams, formerly Asian Marketing Effectiveness and Strategy Awards, are Asia Pacific’s foremost awards honoring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands. Entries were received across five award categories in Effectiveness, Digital Strategy, Media Strategy, Data & Analytics and e-Commerce and judged by key industry experts from across the region. The annual awards are evaluated by a panel of top client and agency professionals who review the submissions against stringent criteria to determine the winners. The Tangrams Awards will be held at Spikes Asia on September 27 at Suntec Singapore.
Most recently, (I don’t think this is the last though), Globe received six more citations, this time from the Asia-Pacific Tambuli Awards 2017.
The telco’s winning campaign took home one of just five Grand Prix awards for the Media, Branded Content and Entertainment category. The rest of its accolades 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 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 positive impact in society through marketing communications.
The Globe advertisement told the story of Alex, 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. The #CreateCourage campaign encouraged people to change their social media profile pictures to creative photos of them wearing Stormtrooper helmets and to complete the caption “#CreateCourage to ____.” The most inspiring posts won special prizes – from movie passes to limited edition Rogue One gift packs, as well as a trip to the Orlando Star Wars Celebration held last April.
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 the Globe 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.
But the main success of this film cannot be measured only by the awards it receives. While Globe feels proud in receiving those recognitions, the company will be most rewarded when their effort to raise support for PGH pediatric clinic continues to challenge the hearts of humanity worldwide. All these so that children patients there will have a more equipped space ideal for their recovery.
Again, may I enjoin you to be part of the movement to create courage for our everyday heroes, read my blog about the movement here: Globe’s Star Wars Rogue One Inspired Video Gone Viral For A Cause And if you are indeed blessed to be a blessing, you can learn more about how you can donate by visiting www.globe.com.ph/globebridgecom/rogue-one. Follow @enjoyGLOBE on Twitter and Globe Telecom on Facebook for #RogueOnePH updates.