Ikea Philippines wins for video on inclusivity

Ikea Philippines was recently honored with a bronze award at the Asia Pacific Tambuli Awards for its inclusive video ad which was part of its Paskong Pinoy Series.

Directed by LGBTQ+ director JP Habac, the video told the touching coming out story of a son to his father at their home’s dining room which had a surprising twist at the end as the dad reveals he is a drag queen. The cast included members of the LGBTQ+ community and the lolas of the Home of the Golden Gays.

Hapag received thousands of organic shares and nods from social media. It garnered a total of 1.9 million views on Ikea channels, additionally re-shared and re-uploaded by fans on Tiktok and Twitter with up to one million views. Many shared their reactions to the video saying it “brought tears to their eyes” and “Love wins!”

The video was under the Champions for Humanity category, one of the three revamped categories for 2023, which highlights brands that excel by championing the growth and flourishing of human persons.

The APAC Tambuli Awards is an award show which celebrates brands and corporate initiatives that show the seamless integration of creativity, purpose, and results.