by: Campaign Brief Asia

Innovating nonstop and making it an everyday thinking has guided Propel in creating works that matter for its brands, people, and communities. This huge win comes from major pieces of work for Globe x Pride@Tech Retold With Pride, Lazada Laz Play Charades, and MindNation 10.10 Real Retail Therapy, getting recognized across categories.

Globe x Pride@Tech Retold With Pride is a retelling of great literary classics for the greater cause of representation and inclusion. A collection of 10 stories, featuring titles like Dragula, Little Women Loving Women, Pride & No Prejudice, and rewrote outdated gender stereotypes.

Lazada Laz Play Charades is a product of Propel x Meta Innovation Lab, an incubator for new ideas and radical innovations which birthed the first-ever Instagram Reels hackathon in Southeast Asia in partnership with Lazada resulting in a Reels-first campaign that turned Reels into a short-form theater that gave the brand far-reaching results.

Mindnation’s 10.10 Real Retail Therapy redefines retail “therapy” on the biggest shopping day in the country, 10.10, which also happens to be Mental Health Awareness Day, making mental healthcare products available and affordable on e-commerce platforms, making retail therapy truly therapeutic.

“It’s a proud day to be an Independent Filipino agency. Winning another Agency of the Year award, this time from IMMAP’s Boomerang Awards, and sustaining the Marketing Tech Innovator of the Year award back-to-back since 2021, is a result of years and years of experimenting and approaching the digital landscape with curiosity,” expressed by Propel Manila Chief Executive Officer JC Valenzuela. “For us, these accolades are for every member – both front and back facing – of our company who has made every single effort for their ideas and craft to matter for our clients, partners, and the public. We are extremely grateful to our peers for the recognition,” JC added.

“To be recognized by the country’s premier digital show as Tech Innovator of the Year and also Agency of the Year means you have a body of work that is not only creative, but also innovative and effective. Which is why these wins truly matter to us,” says Propel Manila Creative Chief Raymund Sison. “We share these wins with our awesome clients, our wonderful partners, and our generous collaborators who helped bring to life all our winning works.”

The 2022 Boomerang Awards of the Internet and Mobile Marketing Association of the Philippines’ (IMMAP) is the country’s premiere digital marketing awards show that recognizes and celebrates the best of the best when it comes to creative and effective digital marketing technology and innovation in the Philippines.