Ginebra San Miguel Inc. (GSMI) bagged the Award of Excellence in the recently concluded 20th Philippine Quill Awards for its television commercial "Huling Patak ng Bagong Tapang" under the Marketing, Advertising, and Brand Communication category.

Launched in 2022 with the uncertainty of the pandemic, the award-winning campaign resonated well with consumers, sending a message of hope, courage, and unity. It featured the stories of sacrifice, resilience, and the never-say-die spirit of real-life, modern-day heroes – a balut vendor down to his last peso, a tricycle driver committed to excel in both his studies and job, a barber shop owner re-opening his business and a frontliner caring for the sick. A highlight story was that of athlete Hidilyn Diaz who gave her all down to the last measure of grit and determination to pull off the lift that brought the country its first Olympic gold.

The campaign served as a beacon of encouragement, reminding Filipinos that even in the most trying and lowest of times, there is still that last ounce of courage, that one final push that enables the Filipino Spirit to overcome any obstacle. Beyond driving sales and increasing brand engagement, at its core, the campaign serves to honor that spirit and the hero in every Filipino.

The Philippine Quill Awards, a prestigious award-giving initiative by the International Association of Business Communicators Philippines (IABC), has been honoring the best communication programs, tools, and research projects across various industries for two decades.

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