Ginebra San Miguel’s 2024 campaign, “Lamang ang May Tapang,” was honored with a Merit Award in the Marketing, Advertising, and Brand Communication category—an esteemed recognition presented by the International Association of Business Communicators (IABC) Philippines at the 21st Philippine Quill Awards held recently.

Accepting the award on behalf of Ginebra San Miguel Inc. (GSMI) were AVP for Marketing Ronald Rudolf Molina (4^th from left), Group Product Manager Paolo Jose Tupaz (4^th from right), with, from right: Dentsu Creative Director Allan Montayre, Brand Associate Vitto Navidad, Brand Manager Winchie Tobias, Business Affairs and Communications Manager Nadia Abcede, The Huddle Room Managing Partner Julia Garcia, and Dentsu Account Director Oya Hiraw. 

Launched at the start of the year, “Lamang ang May Tapang” is GSMI’s tribute to the courage and resilience of the Filipino spirit. Through moving storytelling across television and social media, the campaign highlights inspiring stories of ordinary Filipinos rising above challenges. 

Among the stories are that of a fisherman who taught himself to fish to support his family, a mother who juggled multiple delivery jobs to fund her son’s education, Barangay Ginebra Gin Kings player Scottie Thompson whose relentless drive transformed him from rookie to champion, and rap sensation Nik Makino who turned pandemic setbacks into success with hit songs that captured millions of streams. Their stories embody the message that the “never-die-spirit” comes from inner strength, perseverance, and support from family and community.

As Mr. Molina explains, “On paper, you may be the underdog, the odds may be against you, but it’s what’s inside that determines the true advantage. Filipinos have developed ‘bagong tapang’—a trust in self, others, and the country. Now, with ‘Lamang ang May Tapang,’ we rise not just to survive, but to thrive.” 

This message resonated strongly with audiences, making the campaign not only a commercial success but also a cultural statement of hope and empowerment.

At the Philippine Quill Awards, “Lamang ang May Tapang” was recognized for effectiveness in communication. It highlights GSMI’s commitment to creating campaigns that go beyond selling a product. Instead, the brand continues to champion narratives that stir, inspire, and uplift the Filipino people. 

The Philippine Quill Awards is one of the most prestigious awards programs in business communication, honoring the highest global standards of excellence.

This recognition adds to Ginebra San Miguel’s growing legacy of award-winning campaigns. “Lamang ang May Tapang sa One Ginebra Nation” was awarded Best TV Ad–Branded at the 46th Catholic Mass Media Awards (CMMA), marking the third consecutive year that GSMI has been honored in this category. Previous campaigns such as “Tapang na Tunay”, “Bagong Tapang”, and “Hanggang sa Huling Patak ng Bagong Tapang” have also earned accolades, cementing the company’s reputation for creating meaningful and inspiring brand communications.