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Globe Telecom’s Rogue One Mask, Create Courage Campaign Finalist in Tangrams Effectiveness Spikes Awards

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Globe Telecom’s “Rogue One Mask”, created by Publicis JimenezBasic, was shortlisted as a finalist in the Tangrams Effectiveness@Spikes Awards. 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.

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 27 September at Suntec Singapore.

Globe stated (in a press release sent to @miniphils) that instead of focusing on revenue-generating marketing activities like for-sale merchandising, the company launched “Create.Courage.” (or #CreateCourage), a campaign designed to advocate for non-judgmental understanding and to celebrate bravery during struggle.

If you recall, the YouTube video-short showed the younger sibling of a brother wearing a Stormtrooper helmet/mask walking to school and inside the classroom, at home, during play, in bed and even while brushing their teeth. When the youngster enters the classroom the following day, all the classmates were all wearing the same Stormtrooper headgear. Only then did the she reveal what was inside the headgear… Well, it’s best you watch it (again).

In the press release, Globe said it created the video 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. Globe enlisted the support of its millions of viewers to donate to the clinic, so that the hospital could make it a warmer, more cheerful environment conducive to the children’s recovery.

Globe Chief Commercial Officer Albert De Larrazabal said,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.

The first time I watched it, I had to shed a tear; or two; or a pail! LOL!

Incidentally, there are also five more organizations from the Philippines in the shortlist, namely:

  • Splash Corporation for “The Beautiful Truth” by Publicis JimenezBasic
  • Smart Communications for “Accepted” By Dentsu Jayme Syfu
  • Unilever for “The Good Experiment” by Dentsu Jayme Syfu
  • MMDA for “IsThereAProblemOfficer.ph” by McCann Worldgroup
  • CARMMA* for “Correcting History” by TBWASantiago Mangada Puno

*Campaign Against the Return of the Marcoses to Malacañang

Globe is competing against 102 organizations in 14 countries, namely Australia (24 entries), China (16), Hong Kong (3), India (13), Indonesia (1), Japan (2), Malaysia (1), New Zealand (7), Pakistan (1), Singapore (11), Taiwan (5), Thailand (5), and Vietnam (5).

For the complete list, please visit www.tangrams.asia/general/2017-effectiveness.

Congratulations to Globe Telecom. Hope you guys win the Tangrams Effectiveness@Spikes Awards for your “Rouge One Mask” / Create Courage campaign entry.

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Sources: Press release from Globe Telecom’s Corporate Communications | Tangrams Asia | Globe YouTube Channel

Photo – Screenshot from YouTube video

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