The strategy recently earned Stratworks and Jollibee four trophies at the 2026 Marketech APAC NEXT Awards Philippines, including two Gold awards for a campaign that turned Filipino pride into an immersive brand experience.
Beyond traditional PR
The “Bida Best, Bida Pinoy” campaign won Gold for Most Innovative Public Relations Campaign and Most Innovative Event Marketing Campaign.
Built around the country's Independence Day celebration, the campaign highlighted Filipino achievement through an immersive exhibit featuring memorabilia from Olympic gold medalists Hidilyn Diaz and Carlos Yulo and Miss Universe 2015 Pia Wurtzbach.
The campaign illustrates how Stratworks is extending brand communications into experiences designed to create stronger connections with consumers.
Stratworks managing director Mark Christian Parlade said in a statement that the agency's approach combines creativity with strategy, reputation building and an understanding of audiences.
“Our NEXT Awards Philippines wins are testaments of the kind of work we strive to build at Stratworks—ideas that are not only creative, but are rooted in strategy, reputation building, and a genuine understanding of people,” Parlade said.
Different platforms
Stratworks and Jollibee have also used products and digital channels as storytelling platforms.
The Jollibee Values Kids Meal received Silver for Most Innovative Public Relations Campaign after using the fast-food chain's children's meals to promote values formation through storybooks developed with Adarna House.
The #JoyDelivered campaign, meanwhile, won Silver for Most Innovative Video Marketing Campaign.
The campaign transformed Jollibee's mobile app into a visual storytelling platform expressing gratitude to Filipino frontliners working during the holidays.
Another initiative, “We Deliver Joy: Rebranding the Jollibee App Into a Joy Platform,” was named a finalist for Most Innovative Branding/Re-branding Campaign.
The initiative sought to take the app beyond its primary function as an ordering platform and turn it into a broader digital destination built around Jollibee's brand promise of delivering joy.
Wider portfolio
Stratworks president and co-CEO Donna Nievera-Conda said the agency was focused on developing communications that resonate with audiences.
“Together, we are committed to crafting authentic, high-impact communications that resonate deeply with audiences,” Nievera-Conda said.
The agency is applying the approach beyond Jollibee.
Stratworks client Ortigas Malls was a finalist for Most Innovative Event Marketing Campaign for the 2025 Ortigas Art Festival.
GH Mall's “Holidays Around the World” campaign with EVA Air and RCBC was also shortlisted for Most Innovative Seasonal Campaign.
The latest campaigns reflect Stratworks' push to combine public relations, digital engagement, events and branded storytelling as companies seek more ways to connect with consumers across platforms. — Ed: Corrie S. Narisma
