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Globe Telecom’s Rogue One ad dominates Asia-Pacific Tambuli Awards 2017

Globe Telecom’s Rogue One ad dominates Asia-Pacific Tambuli Awards 2017

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 most recently 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 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.

Read also: Globe empowers Sari-Sari stores and Filipino entrepreneurs at the 2017 Tindahan ni Aling Puring Convention


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.

Read also: Globe customers get exclusive ticket discounts for Cirque du Soleil’s TORUK – The First Flight in Manila

The Asia-Pacific Tambuli Awards began in Manila in 2005, and opened up to the Asia Pacific region in 2012. The School of Communication at the University of Asia and the Pacific (UA&P) collaborates with the industry to organize the Tambuli (a native Filipino horn), aiming to create a positive impact on society through marketing communications.

When they launched the Rogue One video in December 2016, the ad quickly achieved viral status, garnering 45 million views from around the world in a matter of days. 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.

Additionally, it became the only Filipino ad featured in CNN International’s article on 2016 Holiday Videos, which highlighted tolerance and togetherness. This recognition occurred despite it not being a Christmas-themed story. Moreover, international websites such as The Huffington Post, Adweek, and Mashable have also featured it.


Written by Proudly Filipino

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