ROGUE ONE AD BY GLOBE TELECOM TOPS ASIA-PACIFIC TAMBULI AWARDS 2017
Globe Telecom’s acclaimed advertisement for Rogue One: A Star Wars Story, entitled “Mask” continues to earn praise and recognition. The ad campaign is about a young Star Wars fan who, because of her disability wears a Stormtrooper mask to give her courage to face other people especially those whom she thinks might criticize her or will be unkind to her.
The ad campaign was recognized by various award-giving bodies like the well-respected Brand Festival New York and locally, the Kidlat creative awards, the PANAta Awards and lately, the Asia-Pacific Tambuli Awards 2017 where it earned six other citations namely:
• one of the five Grand Prix awards- Media, Branded Content and Entertainment category
• Gold Award – Media, Video Screen
• Gold Award -Humanity and Culture, Responsible Citizenship
• Silver Award- Creative, Creative Effectiveness
• Bronze Award- Creative, Public Relations.
Topping the list was the Advertiser of the Year award which Globe won together with PublicisJimenezBasic, their agency partner who was also recognized as Creative Agency of the Year.
The Asia-Pacific Tambuli Awards pays tribute to brands that do good and do well with the combination of creativity + human good + results. It is the first ever award show globally on effective advertising for Good. As a backgrounder, it was in 2005 when the Asia-Pacific Tambuli Awards started in Manila and later in 2012 also included the Asia Pacific region. It was the University of Asia and the Pacific’s (UA&P) School of Communication that formed The Tambuli (a native Filipino horn) in cooperation with the industry, to create a positive effect in society by way of marketing communications.
The Rogue One video hit viral status in just a few days after it was aired in December 2016 getting 45 Million views worldwide. On Globe’s Facebook page, it succeeded in getting 3.9 million views, 88,000 shares, and 144,000 reactions in the first two days alone. It also appeared in international websites like The Huffington Post, Adweek, and Mashable and was the only Filipino ad included in CNN International’s 2016 Holiday Videos article even if the storyline was not about Christmas.
Globe’s #CreateCourage campaign continues to create a stir in social media and with the use of appealing materials like the ad inspires people to donate for the renovation of the pediatric cancer clinic of the Philippine General Hospital. This project is being done in partnership with Disney.
According to Mr. Albert de Larrazabal, Globe’s Chief Commercial Officer, with the accolades received by the campaign, they are encouraged to continue conceptualizing and creating more relevant content that is meaningful, moving as well as entertaining to their clients.