Awards NewsPress Release

IKEA Philippines wins bronze at Asia Pacific Tambuli Awards for video on inclusivity

MANILA, PHILIPPINES — Furniture retail company IKEA Philippines was recently honored with a bronze award at the Asia Pacific Tambuli Awards 2023 for its inclusive video ad, part of its “Paskong Pinoy Series.”

Directed by LBTQIA+ director JP Habac, the video told the touching coming-out story of a son to his father in their home’s dining room which includes a surprising twist at the end as the dad reveals he is a drag queen. The all-inclusive cast included members of the LGBTQ+ community and the Golden Gays of the Home of the Golden Gays.

Hapag received thousands of organic shares and nods from social media. It garnered a total of 1.9 million views on IKEA channels, additionally reshared and reuploaded by fans on Tiktok and Twitter with up to 1 million views. Many shared their reactions to the video, saying it “brought tears to their eyes” and “love wins!”


The video was under the Champions for Humanity category, one of the three revamped categories for 2023, which highlights brands that excel by championing the growth and flourishing of human persons.

The APAC Tambuli Awards is an award that celebrates brands and corporate initiatives that show the seamless integration of creativity, purpose, and results.

Accepting the award were Angela Vicente-Crisanto, Loyalty Specialist of IKEA PH, Patrick Johann Diaz, Graphic Designer of IKEA PH, Kevin Margallo, Search and Social Media Specialist of IKEA PH, Jasmin Cruz, Inspiration and Communication Manager of IKEA PH, JP Habac, Film and TV Director of IKEA PH, Patrick Marcelo, Marketing and PR Manager of IKEA PH, and Therese de Guzman, Executive Producer of Kroma Entertainment.

adobo Magazine is an official media partner of the Asia Pacific Tambuli Awards 2023.

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