Campaign SpotlightPress Release

Campaign Spotlight: Globe honors Pride Month with new ad — produced, starring, directed and written by LGBTQ Filipinos

MANILA, PHILIPPINES — In Globe Telecom’s year-long “Pagandahin ang Araw-araw” [Make Everyday Beautiful] campaign, the brand celebrates Pride Month by pushing for real representation of LGBTQIA+ Filipinos in its latest film “First Move.”

Produced, starring, written by and directed by members of the LGBTQIA+ — the campaign aims to champion diversity on and behind the scenes in a series of commercials selling the new Globe One app and its many features.

“It’s 2022, and yet representation of LGBTQIA+ Filipinos, particularly of bisexual and lesbian Filipinos, is still a challenge in the media. Most often than not, they are depicted in stereotypes – flamboyant or driving a Mio (a motorcycle),” said JP Habac, a proud LGBTQIA+ director.


PJB Group Creative Director Bia Fernandez added, “We want to normalize the actual representation of LGBTQIA+ Filipinos in actual ads, so we can shed light on the real-life experiences of every member of the community. Because that’s the best thing we can actually do to honor Pride Month – real representation not just in once-a-year Pride-specific projects, but in everyday brand briefs. So they can feel and be truly part of the brand.”

Agency: Publicis JimenezBasic Manila
Head of Agency: Tats Cruz
Executive Creative Director: Trixie Diyco
Group Creative Director: Bia Fernandez
Associate Creative Director (Art): Lowell San Jose
Associate Creative Director (Copy): Stephan Domingo
Senior Copywriters: Angel Santos, Raffy Raralio
Senior Art Directors: Jen Mandia, Jan Sarmiento
Business Unit Director: Raffy Parcon
Group Account Director: Hana Lauraya
Account Supervisor: Isabelle Escano
Director: JP Habac
Client: Globe Telecom

Partner with adobo Magazine

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