When Creativity and Purpose Come Together
Behind every campaign that makes people laugh, cry, or feel proud to be Filipino is a team that knows how to turn ideas into emotion. At the 21st Philippine Quill Awards, that magic was in full display as Jollibee and PLDT Home—two of the country’s most iconic brands—celebrated multiple wins alongside Stratworks, their longtime communications partner.
Together, the brands brought home nine Quill Awards, a recognition not just of creative excellence, but of collaboration rooted in trust, shared purpose, and a deep understanding of what stories move people.
For Stratworks, a leading digital marketing and PR agency in the Philippines, these wins were a reaffirmation of what it stands for: that the most powerful campaigns are not only well-crafted—they’re well felt.
“We’ve always believed that success happens when strategy meets heart,” said Mark Christian Parlade, Managing Director of Stratworks Philippines. “Awards are an outcome, but the real reward is knowing that we’ve helped brands tell stories that matter—stories that bring people closer to what they love.”
Jollibee Stories That Stay With You
When Jollibee tells a story, the country listens. For years, the brand has perfected the art of emotional storytelling—tales of love, sacrifice, and connection that mirror the everyday lives of Filipinos. But behind the tears and smiles are months of insight, creative collaboration, and meticulous storytelling.
This year, Jollibee earned nine Quill trophies, with Stratworks helping craft five winning campaigns that once again proved why the brand remains a master storyteller.
Among them was the National Academy of Sports partnership, a project that celebrated the dreams of young Filipino athletes. Through heartfelt narratives and authentic representation, the campaign highlighted how Jollibee continues to champion values like perseverance and teamwork that are deeply ingrained in the Filipino spirit.
Then came JolliTEQ, the collaboration with artist Quiccs, which turned a global toy culture into a canvas for Filipino creativity. The project fused nostalgia, art, and brand love to capture the hearts of collectors, gamers, and fans who saw Jollibee not just as a brand, but as a cultural icon.
And, of course, there was My Kwentong Jollibee, the brand’s beloved film series that redefined modern advertising. From the Mother’s Day to Valentine’s Day editions, the campaign drew millions of views online and sparked countless social conversations. These weren’t just ads; they were shared memories that invited Filipinos to see themselves on screen.
Each campaign was powered by Stratworks’ strength in strategy and emotional intelligence. It was knowing when to amplify a story, when to let silence speak, and how to transform marketing into something personal.
“At Jollibee, we value the culture of collaboration we have with our agencies,” said Dennis Reyes, PR and Partnerships Head at Jollibee Philippines. “Stratworks has been part of our journey in creating campaigns that not only win awards but also deepen the love Filipinos have for Jollibee. Their strategic and creative support helps us bring our brand purpose to life in the most authentic way possible.”
What made these stories powerful wasn’t just the production value or viral reach—it was how deeply they resonated. In a time when attention spans are fleeting, Jollibee and Stratworks managed to capture not just eyes, but hearts.
Giving Technology That Human Touch
If Jollibee’s strength lies in emotion, PLDT Home’s strength lies in connection. This year, Stratworks helped the brand bring that promise to life through stories that reimagined what it means to stay connected in a digital world.
The PLDT Group took home 22 Quill Awards, with Stratworks supporting four of PLDT Home’s winning campaigns. Each one is a testament to how digital innovation can be made human, inclusive, and inspiring.
The Madiskarte Moms PH community continued to empower Filipino mompreneurs, helping them grow their small businesses and find confidence in digital entrepreneurship. What started as a Facebook group blossomed into a genuine movement of women supporting women, proving that meaningful engagement can begin with empathy.
Then there was Drag to Store, a campaign that celebrated self-expression through the art of drag, blending creativity, diversity, and digital technology. By inviting drag performers into mainstream brand storytelling, PLDT Home made a bold statement about inclusivity that resonated deeply across audiences.
Meanwhile, Fiber Unli All and Fiber Fest showcased how reliable connectivity can enhance daily life, turning technology into a bridge between people rather than a barrier. And through 95 Years of PLDT: Palangga Ta Ka, the brand paid homage to decades of service and the communities that shaped its legacy.
These initiatives went beyond typical marketing. They were stories of empowerment, progress, and belonging. Stratworks’ approach was to ground every idea in insight, ensuring that every piece of content, no matter how digital, still feels human.
“When we collaborate with Stratworks, we don’t just get a campaign—we get a partner that truly understands what we stand for,” shared one PLDT Home executive. “They bring strategy, creativity, and empathy together. That combination allows our stories to connect in ways that feel real.”
Communication That Moves People
To understand why these campaigns worked, you need to dig deep into Stratworks’ DNA.
The agency has always seen communication not just as information, but as inspiration. Communication is seen as something to make people think, feel, and act.
As one of the best digital marketing agencies in the Philippines, Stratworks combines research-driven strategy with storytelling craft. Its teams of PR professionals, creatives, and digital experts collaborate closely with clients, digging deep into what makes each brand distinct, then turning those insights into stories that connect across platforms and audiences.
It’s an approach that has made Stratworks a trusted partner for brands seeking relevance in a rapidly changing media landscape. Whether through influencer marketing, reputation management, experiential campaigns, or social engagement, Stratworks builds bridges between brands and people.
To learn more about the agency’s philosophy and capabilities, visit Stratworks’ About Page and explore its Services Page.
Beyond Awards: The Real Impact of Storytelling
For Stratworks, the nine Quill wins with Jollibee and PLDT Home are evidence of creative excellence and impact. Each campaign brought communities together, inspired conversations, and strengthened relationships between brands and audiences.
From Jollibee’s tear-jerking stories to PLDT Home’s empowerment-driven initiatives, these campaigns showed how powerful storytelling can transform perceptions and shape culture. They reminded people that marketing, when done with purpose, can touch lives.
“When clients trust us with their stories, we take it personally,” Parlade shared. “We treat every campaign as a shared mission—to make people feel something real. Because when a brand’s story feels real, it becomes part of people’s lives.”
Celebrating Partnership and Purpose
The 21st Philippine Quill Awards was a celebration of what happens when brands and agencies dream together.
Through its enduring partnerships with Jollibee and PLDT Home, Stratworks has proven that collaboration when anchored on trust, creativity, and shared purpose can produce work that goes beyond metrics. It can create meaning.
As Stratworks looks ahead, it continues to push the boundaries of communication. It is committed to help brands tell stories that not only win awards but also win hearts. In the end, that is what storytelling is all about: connection.
About Stratworks
Stratworks is a digital marketing and PR agency in the Philippines known for crafting data-informed, purpose-driven campaigns that inspire engagement and build brands. Its integrated approach merges creativity, strategy, and cultural insight to deliver meaningful impact across audiences and industries.
Learn more about Stratworks and its award-winning work at https://www.stratworks.ph.
