GLOBE TELECOM’S #CreateCourage branded film “Mask” has been shortlisted at the Tangrams Effectiveness@Spikes Awards, an Asia-Pacific award which honors outstanding marketing strategies that deliver remarkable business results.
This after “Mask” bagged the award for Best Short Form in the recent 2017 Brand Film Festival New York. Globe was the first Philippine brand to be part of the film fest’s roster as well as the sole winner for Asia this year.
The ad also received a citation in the Best Corporate category at the festival, 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 Grand Kidlat award in the Film category as well as Gold awards for Best Direction and Best Editing.
As part of a multi-year strategic partnership with Disney, Globe promoted the 2016 movie Rogue One: A Star Wars Story to Philippine viewers. Instead of focusing on revenue-generating marketing activities such as exclusive merchandising, the company launched #CreateCourage, a campaign designed to advocate for non-judgmental understanding and to celebrate bravery during struggle.
The Globe ad tells 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 heartwarming video went viral in a matter of days after its release, and soon received praise especially from the legions of Star Wars fans. It garnered over 45 million views and has been recognized by top online news channels such as CNN International, Mashable, Huffington Post, and Upworthy, among others.
The video was also produced to raise awareness for the plight of the Philippine General Hospital (PGH), which needed to raise funds for the rehabilitation of its pediatric oncology clinic, with Globe enlisting the support of viewers to donate to the clinic.
“Rogue One is the story of unlikely heroes who banded together to do unexpected heroic feats. Our story pays homage to people like that, who persevere through untold odds. In particular, we wanted to recognize children who are facing tremendous challenges but whose spirit and heart keep them going, determined to prevail. We are honored by the recognition from Tangrams and grateful to have been given the chance to try and positively impact the real world,” Globe Chief Commercial Officer Albert De Larrazabal said in a statement.
The Tangrams, formerly the Asian Marketing Effectiveness and Strategy Awards, honor 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 on Sept. 27 at Suntec Singapore.
The Brand Film Festival New York showcased some of 2016’s most artistic, creative and effective branded content films — from YouTube videos to long-form documentaries. Held annually, it is a unique gathering that honors a new generation of marketing storytellers while rewarding the brands, agencies, and craftspeople leading the way in their fields.
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 prizes ranging from movie passes to limited edition Rogue One gift packs, as well as a trip to the Orlando Star Wars Celebration held last April.