PINK Team Redefined

“Needed ASAP! An off-the-wall advertising idea for my beleaguered brand,” the client directed the ad agency creative director (CD).  

The CD rushed back to his office and organized two teams (five members each). He explained to them what was needed. “You have four hours.” 

Team A decided that everyone must speak his mind—no holds barred; no judgments. While listing down their ideas (some corny, some hackneyed, some gross), they laughed and bantered. Then someone said, “Hey there’s something there! What if . . ."   

". . . let’s twist it a little so . . .” added another. 

After four hours, they had three brilliant and viable concepts which everyone helped to develop. Nobody took the credit; everyone owned all three.

Team B, in contrast, emphasized unity. They had to be unified to beat Team A. Afraid that his/her idea might not be good enough, nobody—except the most vocal one—put anything on the table. After four hours, they presented the only one idea credited to the one who suggested it. 

This memory of long ago came back to me during the presidential campaign. 

Team A exemplified the PINK way, where everyone’s idea and thought bubble was respected. In fact, VP Leni was criticized for doing an ad (Hadouken ) that made her look “ridiculous” according to some quarters. 

Her explanation, “It was the least I could do for those who gave their all to the concept.”  

Hers was an act of gratitude, of teaming up, which took priority over what critics might say. As a result, hundreds of jingles, poems, songs, dances, blogs, paintings, drawings, sculptures, and presentations were produced by volunteers from and for all demographics. 

As a former ad gal, I was not used to this kind of attitude and communication process. We either followed one united voice for a brand, or bust. 

Yet, this was what charmed me most about the PINK team. It redefined teamwork in politics. Although this style (or non-style) was harshly lambasted by communication veterans of old—pointed to this “crazy mix-up” as the cause of the PINK loss—I learned another important lesson in grace, which in fact is the essence of my faith:    

In numbers (as fed to us by Comelec), this is the PINK team. 

This number may have lost, but it is still formidable. If those who are a part of it will do exactly as they  did during the campaign, we could change our country for the better. 

Our goal, as represented by our logos, is to listen to all voices expressing the same goal in various ways, so that we can lift each other up for a rosy future. 

Naivete? Martyrdom? Idealism? Romance? 

I think not. It is an idea ahead of its time in Philippine politics. 

This redefinition of a political team was exactly what the PINK movement promised: “Sa Gobyernong Tapat, Angat Buhay Lahat.” (Under an honest and efficient government, everyone will have a better life.) 

"For the body is not one member, but many." (1 Corinthians 12:14 NLT)