TNT Wins Big at 2025 International Business Awards with Creative, Record-Breaking Campaigns

TNT celebrates global recognition as the brand proudly takes home multiple honors at the 2025 International Business Awards, highlighting its creative, culture-driven campaigns and commitment to everyday Filipinos.

• Global Brand Triumph: TNT secures top honors at the 2025 International Business Awards, reinforcing its growing global reputation through creativity, scale, and cultural relevance.
• Record-Breaking Creativity: From a Guinness World Records travel livestream to viral SIM registration content, TNT showcases how purpose-driven storytelling can resonate nationwide.
• Championing Everyday Filipinos: The awards highlight TNT’s commitment to delivering joy, affordability, and meaningful digital experiences to communities across the Philippines.

TNT, the value brand of PLDT mobile wireless subsidiary Smart Communications, Inc., made waves on the global stage after earning multiple accolades at the 2025 International Business Awards, a prestigious program that honors outstanding organizations and professionals worldwide. The recognition places the proudly Filipino brand among international leaders in marketing excellence, creativity, and brand experience.

Held annually, the International Business Awards, also known as the Stevies, attract thousands of entries from companies across industries and regions. At its 22nd edition, TNT stood out for its ability to combine grassroots storytelling with large-scale digital execution, proving that impactful ideas do not need to be extravagant to be effective. They only need to be authentic, timely, and rooted in the audience’s lived experiences.

Gold Stevie for a One-of-a-Kind Brand Experience

TNT’s biggest win of the night came in the form of a Gold Stevie for Brand Experience of the Year – Consumer, awarded to its innovative TNT Petmaloop Challenge. The campaign was built around a simple yet powerful idea: celebrating the places, people, and moments that give Filipinos “saya” or joy.

Instead of relying on studio-produced content, TNT tapped creators from different parts of the archipelago, empowering them to showcase their hometowns through short, engaging videos using TikTok’s micro-vlogging format. From scenic coastal towns to bustling urban corners, the campaign painted a vibrant mosaic of everyday Filipino life, told through the voices of those who live it.

What truly set the TNT Petmaloop Challenge apart was its ambitious finale. The campaign culminated in a continuous travel livestream that ran for 26 hours, 15 minutes, and 29 seconds, officially earning a Guinness World Records title for the Longest Travel Livestream. The uninterrupted broadcast stitched together stories from various regions, turning the Philippines into one long, shared digital journey that viewers could drop into at any time.

Silver Stevie for Viral SIM Registration Campaign

Beyond brand storytelling, TNT also earned a Silver Stevie for Viral Marketing Campaign of the Year for its SIM Registration campaign. At a time when SIM registration was often viewed as tedious or confusing, TNT chose a different approach by infusing humor, relatability, and creativity into its messaging.

The result was content that felt less like a reminder and more like entertainment. Short videos and skits captured common Filipino reactions and scenarios, making the call to action both memorable and approachable. The strategy paid off quickly, with the campaign amassing over 100 million views across various social media platforms.

More importantly, the content resonated deeply with viewers, many of whom shared the videos organically because they found them genuinely funny and unskippable. It was a clear demonstration of how thoughtful creative execution can turn a regulatory requirement into a moment of cultural connection.

Reinforcing a Brand Built for Everyday Filipinos

For TNT, the recognition goes beyond trophies and titles. It reflects a long-standing commitment to understanding its audience and meeting them where they are, both emotionally and digitally.

LLOYD R. MANALOTO, First Vice President at Smart Communications, Inc., emphasized this point as he reflected on the brand’s recent achievements. “These latest awards affirm TNT’s mission as a brand that champions everyday Filipinos not only through our affordable services but also through our creative and meaningful campaigns, powered by our award-winning network.”

His statement underscores TNT’s positioning as more than just a value brand. While affordability remains a key pillar, the brand continues to invest heavily in storytelling, community engagement, and digital innovation that aligns with how Filipinos consume and share content today.

Part of a Bigger PLDT Group Success

TNT’s wins also contributed to the broader recognition received by the PLDT Group and Smart at the same awards. Together, the accolades reflect years of sustained investment in network development, innovation, and customer-focused initiatives across the group’s portfolio.

As competition in the telecom space continues to intensify, these honors serve as a reminder that strong infrastructure must be matched by strong brand purpose. TNT’s success shows that when reliable connectivity is paired with culturally relevant campaigns, the result is not just higher engagement, but genuine brand affinity.

Looking Ahead

With global recognition now under its belt, TNT enters 2026 with renewed momentum. Its recent wins at the International Business Awards signal that Filipino creativity, when executed with heart and strategic clarity, can stand shoulder to shoulder with the best campaigns in the world.

For everyday subscribers, it also reinforces a simple truth. TNT’s mission remains grounded in delivering joy, connection, and value, whether through affordable services or stories that make Filipinos feel seen, heard, and celebrated on a global stage.