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Jollibee’s first-ever global campaign a ‘message from the future’ on finding joy over fear

Manila, Philippines – In an attempt to bring an overall message to the general populace amid the pandemic, Philippine-born fast food chain Jollibee has launched its first-ever global campaign centered on the message of finding joy and love amid the tumultuous times brought by the pandemic.

Jollibee which was put up in the 70’s is the biggest and leading fast food chain in the Philippines, and is continuously making a name globally with new international openings coming after another. To date, it already has 1,300 chains worldwide, with the latest branches in Maryland, USA, and in Leicester Square in London. 

With its wide presence, Jollbee has always made it a point to touch the hearts of consumers through localized narratives, making sure that messages are one with cultural values. This time, due to the call of the global pandemic, the brand has moved to delivering a unified communication in order to bring the message of hope to everyone amid these hard times.

Titled ‘A Message From The Future’, the ad narrates the story of a migrant Filipino family in New York City who, like million others around the globe, have felt the brunt of the pandemic. Set in the future year2060, the first half of the campaign shows the various faces of the pandemic effects, such as job loss, losing loved ones due to the virus, as well as the mother of the family getting infected as well. 

Jollibee stresses that despite all of these losses, the family has found joy and love in the mid of their hardships, focusing on the importance of togetherness. In addition, the campaign signifies the transition of fear into hope by the color grading of the film from monochrome black to a colored one. The campaign concludes with the grandfather telling her granddaughter that one ‘could never take anything for granted’.

For Francis Flores, country marketing head at Jollibee Food Corporation Philippines and marketing head at Jollibee Philippines, the brand aims that through this campaign, they are able to help others find a ‘silver lining’ in these hard times, true to Jollibee’s core value of the joy of family.

“Coming from a powerful truth that we are spending time with our families more than ever, it has never happened before and may never happen again – we wanted this campaign to acknowledge the grim reality of the current pandemic but still give a positive message of hope. It’s all about appreciating these moments with them and finding the ultimate joy with family. Our families have been a comforting factor for most of us in these tough times and we wanted everyone to be grateful for that,” Flores explained.

In producing the campaign, Jollibee chose creative agency BBH Singapore to transition into a global approach.

Sascha Kuntze, chief creative officer at BBH Singapore, commented, “We got a little tired of seeing empty streets and locked up places in commercials. The pandemic was and is a lot more personal. To really make an impact we wanted to show a perspective nobody had explored before.”

The campaign was directed by Law Chen of Stink Films Shanghai, and was shot in New York City.

Prior to this, Jollibee’s home market has also recently released a campaign in line with Jollibee’s new ‘Family Thanksgiving’ month initiative, which was launched to encourage everyone to always appreciate and be thankful for their families.