Dan Horan, Senior Advisor for Consumer Business at Globe Telecom talked to DIVERGE about the story behind the campaign:
Where did the idea for the #CreateCourage campaign come from?
The story of Rogue One was a wonderful inspiration. Rogue One is a tale of unlikely heroes, people you would not expect to amount to much, who stood together to fight for something important to them. It’s a universal story that anyone who has faced resistance and challenges can understand. Being a rogue is not always a bad thing; it can mean being a maverick, an original who does not conform but who goes their own way to make things better. It’s also the story of a young girl who stands against dark forces and struggles to triumph.
We wanted to create our own story of a young rogue, an everyday hero in her own right, facing her own challenges and defying all odds with her courage and spirit.
Who is the team behind the campaign?
This is a Globe Telecom campaign in collaboration with our creative partners PublicisJimenezBasic Philippines. It was spearheaded by Globe’s Veca Keeler and Carla Braganza, with the guidance of Consumer Business heads Charly Atienza, Jil Go, and Dan Horan, and team members Patrick Marcelo, Elle Eclipse, Bong Esguerra, Krisca Tadena, Apple Evangelista. On the agency side, development was led by Brandie Tan, Bia Famularcano, Trixie Diyco, Auti Nones, Jeff Santos, Katie Santos, Raffy Parcon, Eric Nolasco. And in production, the spot was directed by Joel Limchoc of Pabrika and produced by Datu Gallaga.
Why did you choose to have no words in the campaign?
We felt words were unnecessary to tell the powerful story. The music, the acting, the scenery, were enough.
What was the goal/aim of this campaign?
Initially, the goal was to strengthen our partnership with Disney and Lucasfilm who are behind the unfolding Star Wars story. But as our own story became clear to us, we realized we had another important role to play, and that was using our tale to help contribute to a worthy cause helping children in need.
How is this tied in with social good?
This campaign kicked off our call to support the kids of the Philippine General Hospital, by donating to the Pediatric Oncology Clinic. Funds raised will be used to rehabilitate the clinic and make it a more pleasant and uplifting place for the children to be as they recover from illness. We began the campaign with the story of just the kind of little girl you might see in that clinic, who is fighting her own battle. Accompanied by stormtroopers in full regalia, we visited the kids at the clinic and distributed gift boxes filled with toys, art supplies, and school supplies, including contributions from our own employees.
Globe also threw a Christmas parties for the PGH children to celebrate the season with them. And beyond the holidays, we continue to encourage people to donate the the cause via SMS or through bank deposits directly to the Philippine General Hospital.
What is the #CreateCourage challenge?
The #CreateCourage campaign encourages people to change their social media profile pictures to creative photos of them wearing Stormtrooper helmets and to complete the caption “#CreateCourage to _____.” The most inspiring answers can win anything from movie passes to a special Rogue One screening to Star Wars gift packs or even a trip to the Orlando Star Wars Celebration in April 2017.
