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IKEA Philippines campaign video wins at Tambuli Awards 2023

Produced by Secret Menu and directed by JP Habac

IKEA Philippines was recently bestowed a humanity award by the prestigious Asia Pacific Tambuli Awards 2023 for a campaign video produced and directed by Secret Menu, the full-service creative agency and production house under KROMA Entertainment.

The 3-minute video entitled “Hapag” was awarded the Champions for Humanity Bronze Award under the Building Character/Digital and Social Media category. It tells the heartwarming, gender role-defying story of a gay son, his drag queen father, and their love-filled home for IKEA Philippines’ Paskong Pinoy series released in December 2022.

“More than the recognition or award, our main goal at IKEA is to create a better everyday life for the many. This includes promoting diversity, inclusion, and equality—making everyone feel welcome. We hope that this campaign inspires even more inclusive stories from more brands in the industry,” shares Patrick Marcelo, IKEA’s Marketing and PR manager.

The video was helmed by prolific director JP Habac whose body of work includes the film “I’m Drunk, I Love You” and LGBTQIA+-themed series such as “Gaya sa Pelikula'' and “Drag You & Me.” Habac was on hand to receive the award together with representatives from IKEA’s Philippine office and KROMA Entertainment.

Marcelo adds, “It's important for us as a brand to work with partners who share the same values as us. We are glad to have Secret Menu and JP Habac in bringing our campaign to life through a locally relevant and inclusive story.”

Bianca Balbuena, Head of Studios at Secret Menu and production studio ANIMA, celebrates the victory together with IKEA Philippines, a steadfast client of the creative agency since its inception.

“Secret Menu and IKEA share the common vision of putting out engaging content that contributes to the common good of society. This makes the collaboration easy and meaningful,” Balbuena shares days after the awarding ceremony, “ Balbuena said.

Another work by Secret Menu for IKEA, “Queens of the House” by inhouse Director Chyna Lo was also shortlisted by Asia Pacific Tambuli Awards 2023 under the Arts, Culture, and Heritage Category.

These recent recognitions shine the light on the dynamic relationship between the creative agency and the shelter megabrand. Balbuena continues, “These recognitions are a testament to Secret Menu’s capability to deliver IKEA’s message of inclusivity effectively in an entertaining way. It is also a validation that Secret Menu is an agency that businesses and brands can trust and work with. We hope to continue working together in producing heartwarming content with a purpose for the FIlipino audience.”

The Asia Pacific Tambuli Awards 2023 is an award show that recognizes growing business and brands with purpose. It exists “to recognize the contribution of businesses and brands that effectively create a better world for humanity.”

Watch the award-winning video “Hapag” here:

See other works from Secret Menu via:


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