May 23, 2017. Rebel forces took over a medical center in the Philippines. They replaced the country's flag with a black one, and claimed to be from ISIS. It was a year that tested the bravery of the Armed Forces, and called upon Filipinos to stand behind their heroes.
Globe is the largest telco provider in the Philippines. It is the leading purveyor of content and entertainment. For 2017, they were the official partners of Star Wars: The Last Jedi.
The brand could have done an ordinary movie sponsorship. But in a climate of fear and unrest, it decided to launch a campaign that moved the nation.
The brand did not stop with a film. It provided a way for viewers all over the world to become real-life heroes.
Watch case study here:
Turning a typical movie sponsorship into a platform for new heroes.
