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Philippine National Hockey Team “Liyab sa Lamig”

We created the “Liyab sa Lamig” campaign as a means to rally Filipinos to support our National Ice Hockey Team as they defended their gold at SEA Games 2019. The campaign included a manifesto video, social media content, and game coverage.

The campaign won an Excellence Award in Communication Skills at the Philippine Quill Awards 2020. and achieved the following results:

  • 344,000 reach; more than 18,600 views (with low boosting budget of only PHP 5000)
  • The hashtag #LiyabSaLamig was quickly picked up by the fans; became the top used hashtag on the social mentions of Hockey Philippines in Facebook, Instagram, and Twitter.
  • The video gained so much traction that during the week of the hockey games, SM Supermalls reached out and offered to play the video for free on the SM Mall of Asia Arena LED and MAAX Eye as a show of support for the team. The video was also played for free on the LED billboards of SM Megamall and Robinsons Galleria. These free placements were worth PHP 1.05M in media value.
  • Tickets for all the hockey team’s games quickly sold out.
  • Eight released stories on Fox Sports, Philippine Star, and Multisport (estimated PHP 1.26M in PR values and PhP 2.52M in media value).

Manifesto Video

LIYAB SA LAMIG

Sabi nila, hindi natin kaya lumaban sa lamig.

Ano nga ba ang laban natin dito?

Ano’ng laban natin sa lamig na kumakagat sa balat at tumatagos sa puso?

Ano’ng laban natin sa larong ginawa para sa lamig, habang tayo’y lumaki sa init ng Inang Bayan?

Ang sabi ng karamihan: wala tayong laban.

Ngunit sa bawat sabak namin sa yelo, sumisiklab ang pag-asa.

Dahil kami ang liyab na isinilang sa apoy ng ating Inang Bayan.

Kami ang liyab na bunga ng pagsisikap, bininyagan ng pawis at dugo.

Kami ang liyab ng tapang at lakas mula sa alab ng puso ng bawat Pilipino.

Sa lahat ng laban, patuloy pa rin kaming susugod

Dahil kami ang LIYAB SA LAMIG.

THE FLAME IN THE COLD

They say we can’t fight in the cold.

What chance do we have here?

What chance do we have in the cold that bites at the skin and pierces the heart?

What chance do we have in a sport made for the cold, while we were raised in the warmth of our motherland?

Most of them say: we don’t stand a chance.

But with every attack we make on the ice, the flame of hope ignites.

Because we are the flame born of the fire of our motherland.

We are the flame born of hard work, baptized in our own sweat and blood.

We are the flame of courage and strength from the passion in the heart of every Filipino.

In every battle, we will continue to rush forward.

Because we are THE FLAME IN THE COLD.

Social Media Content

Client: Hockey Philippines
Agency: Evident Integrated Marketing and PR
Accounts: Erica Samonte (Director for Brand & Consumer Marketing)
Creatives: Sandra Monica Sulit (Creative Director), EJ Dalupang (Senior Art Director), Lance Florentino (Art Director), El Santos (Copywriter)
Voice Talent: Paolo Balderia​​​​​​​