MANILA, PHILIPPINES — In the recently-concluded Spikes Asia Festival of Creativity, the most prestigious creative communications award in Asia Pacific, Propel Manila brought home a Silver Spike for Entertainment (Use of Digital and Social) for its work Retold With Pride by Globe in collaboration with Pride@Tech.
Since time immemorial, LGBTQ+ representation in Philippine media has mostly been reduced to mere entertainment value. Retold With Pride flipped the story, and used entertainment to promote inclusivity and representation.
Retold With Pride was a retelling of great literary classics in a collection of ten stories that rewrote outdated views on love and gender, and brought to light the nuances of modern-day LGBTQ+ realities. Spanning genres of mystery thriller, comedy, romance, drama, horror, and fantasy; with titles like Little Women Loving Women, Life of Bi, Pride & No Prejudice, Dragula, Florante, and the Trans Kween Awra, among others.
Penned by Propel Manila in collaboration with Meta, Elesi Studios, Kerplunk Studios, and M&P Creatives, the campaign premiered live on Facebook featuring LGBTQ+ actors, educators, activists. It was then made into audio books in its very own Spotify podcast, turned into vertical storybooks designed for Instagram Stories, created using readily available native and interactive features of the platform, and presented at the Philippine Readers and Writers Festival.
“We’re very proud of our teams at Propel Manila, and grateful to our brave and wonderful partners at Globe and Pride@Tech, and our amazing collaborators at Meta, Elesi Studios, Kerplunk Studios, M&P Creatives, alongside our many LGBTQ+-collaborators and Ad Spark,” says Propel Manila chief executive JC Valenzuela. “This conversation on representation needs to happen beyond pride, and this work showcases its importance. We’re very happy that Spikes Asia recognized this important piece of work.”
CREDITS
Agency: Propel Manila
Chief Executive Officer: JC Valenzuela
Chief Creative Officer: Raymund Sison
Creative Director: Rizza Garcia
Associate Creative Director: Eunice Maximo
Art Director: Hayami Kudo, Nichole, Arnel Villanueva
Copywriter: Yenee Galicia, Eunice Maximo, Hayami Kudo, Raymund Sison
Business Unit Director: Carls Echas
Account Director: Ish Abat
Senior Account Manager: Christa Gutierrez
Story Writers: Yenee Galicia, Eunice Maximo, Hayami Kudo, Austin Tan, Duane Pascua, Raymund Sison
Illustrators: Hayami Kudo, Brent Guzman, Marsh Mitra, Nichole Sanchez, Arnel Villanueva, Roxette Gagal, Gab Pescadero, Nadine Sarmiento, Third Lorenzo, Yuko Maki
Senior Community Manager: Krisha Dula
Community Manager: Ia Dalusung
Lead Media Specialist: Paul Vizcarra
Digital Marketing Specialists: Adrian Dela Cruz, Jessa Ganongan
Associate Data Director: Vashti Choa-Shi
Junior Social Media Analyst: Raven Austria
Brand: Globe
Veca Keeler, Head of Communication Integration and Brand Governance
Kenn Penero, Social Media Strategist
Ayee Villalon, Social and PR Strategist
Rachel Amandy, Marketing Manager
Brand: Pride@Tech
Pat Del Castillo, Founder
Marv Echipare, Founder
Creative & Media Partner: Meta
Dale Lopez, Creative Strategist
Marty Buragay, Client Partner
Prod House: Elesi Studios
Earl Guico, Producer/Head of Prod
Joshua Olasiman, Editor
Jude Matanguihan, Editor
Jem De Leon, Production Manager
Pat Pamintuan, Production Manager
Sound House: Kerplunk Studios
Kelvin Uy, Managing Partner
Haya Ibarra, Coordinator and Caster
Fitz Manto and Ling Lava, Sound Engineers
Ling Lava, Errol Apacible, Choi Padilla, Andrew Florentino and Miggy Concepcion, Composers
Post House: M&P Creatives
Paolo Ginez, Post-Production Head
Rain Aquino, Andre Soon and Blair Duran, Video Editors
Media Agency: Ad Spark
Winna Altamira, Client Services Director
Ana Regala, Team Lead
