Tag: BBH Singapore

Singapore – Continuing on its ‘Passion Made Possible’ destination brand campaign, the Singapore Tourism Board has launched a global campaign bringing the island-nation to life with larger-than-life 3D billboards in the cities of New York, London, Shanghai, Mumbai and Jakarta.

The campaign, executed alongside BBH Singapore and The Shophouse @ Publicis, features the 3D out-of-home billboard that shine the spotlight on some of the country’s unique and multifaceted offerings and provides a whimsical take on three iconic Singapore experiences.

Choo Huei Miin, director of brand at Singapore Tourism Board, said, “Leveraging these immersive 3D out-of-home billboards, our aim was to capture the imagination of our travellers through transforming everyday moments into unique experiences Singapore has to offer to inspire travel. We hope this visual treat showcases the best of destination Singapore to the world and captivates audiences in key target markets with our vibrant culture, food, nature, and show-stopping futuristic landscapes.”

Meanwhile, Khairul Mondzi, executive creative director at BBH Singapore, commented, “This ‘global tour’ unveils to the world the essence of Singapore through a collection of experiences – iconic and lesser-known alike – in an unexpected, surprising way. Forget what you know about gardens, window shopping and performance art: STB’s new 3D billboards might surprise you in ways beyond the ordinary.”

In line with the anticipated launch of the Galaxy S24 smartphone series, Samsung has launched a multi-touch point campaign to feature the phone’s new features, primarily ‘Galaxy AI’ which features AI-powered features users can use to improve their smartphone experience, from searching online to photo enhancement.

For this global campaign, Samsung tapped BBH Singapore to create multiple marketing assets, ranging from a multitude of campaign films to the takeover of The Sphere in Las Vegas following the CES2024 event.

https://www.youtube.com/watch?v=5DaJN5nY6ds

MARKETECH APAC recently spoke exclusively with Sascha Kuntze, chief creative officer at BBH Singapore, to learn more about the agency’s creative direction for this global campaign and tackle how to engage brand love despite Samsung being a technology brand.

On creating a unified brand message

For Kuntze, a unifying brand message for this Samsung global campaign is the ‘main character energy’ wherein it focuses on portraying the user as being able to do numerous possibilities–all at the tip of their fingers.

“The campaign is connected by the confidence an S24 Ultra gives you – we referred to it as ‘main character energy’. Working with such a diverse set of production partners became a superpower that helped make this campaign truly global,” he said. 

He added, “From a teaser film reminding people of Samsung’s many mobile innovations over the years, to a teaser stunt in partnership with Marvel, to the intro film that has notched up 30m organic views, to the feature film series directed by Tom Kuntz at MJZ – every element of this campaign fits together thanks to a laser-focused brief: announce a new era of mobile AI.”

When first approached by Samsung, Kuntze said that they aimed at creating this campaign to rein in a new era by speaking to the product and how it takes the old ways of doing things and offers us a new effortless way. 

“Once you’ve experienced it, there’s no going back. Even more important than showcasing the S24’s key features was showing the emotional benefits that Galaxy AI will give you. That was a primary goal of this campaign – Samsung is way ahead in terms of the technology, but the challenge is: could we build brand love to become more than just a tech brand by highlighting Galaxy AI’s emotional benefits?,” he explained.

Servicing the audience more than just cinematics

BBH Singapore has worked in multiple campaigns ranging from the global campaign for Jollibee to a music video for Income. More than just a cinematic campaign, what does BBH Singapore have to offer for its clients? Kuntze answered this by focusing on what matters most to consumers.

“I believe we’re working in service of the audience. We are asking for their time, so in return, we always need to think about what we’ve got to offer. We will never offer ordinary, because only the boldest and most beautifully crafted campaigns stand out,” he stated.

In the case of Samsung’s campaign, he stated that they worked with only the best production partners to create this campaign for Samsung, which included The Mill in London and Seoul, MJZ in the US, Academy Films, Prodco and String and Tins in the UK, Fuse Asia amongst others.

He also added that in this particular campaign, they noted that customers note of the many incremental advancements over the past few years being released, but nothing revolutionary – until now. 

“To symbolise the arrival of a new era of Galaxy AI, we decided to tap into real-life moments and ‘inconvenient truths’ – those moments in life where we’ve always done things in a certain way, only now with Galaxy AI, these things become effortless. Just like that,”

Continue making global work from the heart of Asia

Kuntze also said how the scale of this campaign is a massive milestone for an agency from Singapore, as they are certain it is one of the biggest campaigns ever made from Asia. 

“Singapore sits at the centre of the cultural world map – we have a diverse pool of talent here who understands different cultural nuances, and that helped us so much when it came to launching a campaign with a unified message that will resonate with audiences globally,” he said.

He concluded, “In addition to 18 films, we also launched several activations globally, including at Vegas Sphere last month. The scale of this campaign, and its impact so far, has fuelled our ambition to keep making global work from Asia.”

Singapore – With the launch of its anticipated Galaxy S24 Series smartphone lineup, Samsung has worked alongside BBH Singapore to launch a new campaign signalling a new age of communication, creativity and collaboration through mobile AI.

With Galaxy AI leading the way in this new era of mobile AI, the S24 Series offers a new way to connect, create and get things done. The campaign began with a teaser film, Galaxy AI is coming, which celebrates Samsung’s long history of pushing the boundaries of what’s possible, from pioneering TV phones in 1999 to foldable phones in 2019.

The official film introduces one of its hero features, ‘Circle to Search,’ developed with Google. Following this, Samsung is also unveiling a series of seven films spotlighting Galaxy S24’s most revolutionary features.

Developed in partnership with Google, Samsung’s ‘Circle to Search’ flagship feature provides a new way for users to intuitively search for anything on their phones with only a simple gesture, and without switching apps.

The series of films also involved a multitude of production houses, which includes Academy Films UK, Albert Park Production, Final Cut, Fuse Adventures in Audio, Fuse Asia Sdn Bhd, Globetrotter, Immigrant, MJZ, ProdCo, Room 121 Seoul, Strings & Tins, TenThree UK, The Lift Mexico, The Mill LA, The Mill Seoul, The Mill London, and The Quarry.

Sonia Chang, VP at Samsung Electronics, said, “Samsung is ushering in a new era of mobile AI with the release of the Galaxy S24 Series, which makes everyday experiences more epic. From awe-inspiring creativity to barrier-free communication, what better way to showcase the different ways Galaxy AI ignites new possibilities than with the launch of a multi-faceted global campaign.”

Meanwhile, Sascha Kuntze, chief creative officer at BBH Singapore, commented, “Partnering with Samsung Electronics to launch a global campaign at this scale makes us very proud. This campaign ushers in a new era of mobile, but also a new era of advertising from this region, proving that world-class work can originate here in Singapore. Singapore’s talents, its diversity, cultural sensibility, and its drive for innovation is a unique advantage when it comes to launching products that debunk the status quo.”

The multiple film launch is part of BBH Singapore’s continued work for Samsung following its takeover of The Sphere in Las Vegas during CES 2024.

Singapore – In conjunction with the recently-concluded Consumer Electronics Show (CES), Samsung has launched a publicity campaign which allowed to take them over the iconic Las Vegas Sphere on January 8, depicting a portal to a new galaxy inspired by Marvel.

Conceptualised alongside BBH Singapore alongside The Mill Los Angeles and Fuse Adventures in Audio, the stunt featured Doctor Strange from Marvel Studios’ “What If…?”, all episodes now streaming only on Disney+, it teased a new era for mobile and provided a glimpse of an upcoming feature that will allow users to make epic discoveries just by drawing circles. 

https://youtu.be/5DaJN5nY6ds

Just as Doctor Strange discovers new portals of endless possibilities, the new Galaxy capabilities will enable discovery in a whole new way. 

Moreover, the spectacular Sphere display comes after Samsung released an official teaser announcing the impending arrival of Galaxy AI. Called ‘Galaxy AI is Coming’, this was also produced with BBH Singapore.

Sascha Kuntze, chief creative officer at BBH Singapore, said, “Like the Sorcerer Supreme himself, Galaxy users will have a multiverse of possibilities at their fingertips. They’ll be able to open new worlds with the simplest of actions. Everything will change, just like that.”

All will be revealed at ‘Galaxy Unpacked,’ a biannual event unveiling Samsung Electronics’ newest devices, including smartphones, tablets, and wearables. After ‘Galaxy Unpacked,’ a series of films developed by BBH Singapore will be released globally over the coming weeks. 

Singapore – The Singapore Tourism Board (STB) has unveiled its new global campaign ‘Made in Singapore’, which invites the world to Singapore, where things are made a little unexpected, and where typical tourist experiences are seen in a different light in the country.

‘Made in Singapore’ replaces STB’s ‘SingapoReimagine’ international recovery campaign launched in November 2020 to rekindle passion for travel in Singapore.

Conceptualised alongside Publicis Groupe Singapore, the campaign puts a fresh spin on STB’s Passion Made Possible destination brand by spotlighting quintessentially Singapore experiences, from iconic attractions to hidden gems, that turn ordinary moments into extraordinary ones. 

From ‘forest bathing’ at the unexpected setting of Jewel Changi Airport’s Rain Vortex, to working up a sweat dining at Lau Pa Sat hawker centre and witnessing a colourful ‘air show’ at the all-new Mandai Bird Paradise, Singapore turns imagination into inspiring travel experiences.

Moreover, the campaign also aims to keep Singapore top of mind and in conversations by showcasing the country’s key attributes: an inspiring City in Nature that is not only vibrant and cosmopolitan but also rooted in open, multicultural heritage – a place where unexpected twists on familiar moments are made possible.

The campaign is launched with a film directed by Singaporean filmmaker Martin Hong, best known for his music videos with international artists such as Billie Eilish.

Kenneth Lim, assistant chief executive for marketing group at STB, said, “The Made in Singapore campaign is anchored on our Passion Made Possible destination brand, which embodies the Singapore spirit of fulfilling individual passions and creating new possibilities. Through this latest campaign, we would like to reinforce Singapore as a destination that turns imagination into reality. Our goal is to showcase how everyday ordinary moments are made extraordinary and unforgettable, experienced only in Singapore – to inspire travel here.”

Meanwhile, Janson Choo, executive creative director at BBH Singapore and The Shophouse @ Publicis, commented, “One thing we can proudly say about Singapore is that we make things happen. This spirit has turned us into a rather extraordinary place, never settling for the familiar, constantly pushing to be better and, essentially, making imagination come to life. If we can think it, we can do it. And through this campaign, we hope this passion of making things happen can inspire travellers to want to see our imaginative experiences in the flesh.”

‘Made in Singapore’ will roll out across key markets globally including China, India, Indonesia, South Korea, the United Kingdom, and the United States, amongst others. Anchored on the film, the full-funnel campaign incorporates activations, brand partnerships, and always-on paid media. Crucially, collaborations with content creators and influencers will engage interest communities and build talkability about Singapore as an unforgettable destination, while two social-first content series are on the horizon.

Singapore – To promote its new protection offering, insurance company Income and BBH Singapore have teamed up to release the music video ‘Fallin’ Apart’, performed by the American band The Calling, in a bid to delve into the themes of resilience and courage to face life, even when it is falling apart.

According to the agency, ‘Fallin’ Apart’ emotively conveys the stress, uncertainty and raw feelings which can result from an unexpected health issue, married with the realisation that one is not adequately covered.

Moreover, the viewers are also directed to the campaign microsite where they can assess the potential size of their own insurance protection gap via a ‘protection gap calculator’.

Stella Tan, vice president and head of brand and segment marketing at Income Insurance, said, “Staying adequately covered with insurance is vitally important but often, easily overlooked. Now more than ever is the right time to invest in life, health and critical illness cover following the aftermath of the pandemic and the current economic downturn where unforeseen circumstances can hit anytime. We’re amazed by The Calling’s ability to transform our message into a powerful rock song that connects with our audience on a personal and emotive level.”

Meanwhile, Luke Somasundram, senior copywriter at BBH Singapore, commented, “Songs have the profound ability to reach a place deep in our brains by way of our hearts. And crafting one with The Calling lets us tap into nostalgia to convey a message that’s more relevant and urgent than ever.”

MARKETECH APAC also reached out to BBH Singapore and Income to learn more about the campaign’s creative direction and factors considered prior to the music video launch.

BBH Singapore told MARKETECH APAC that the campaign was simple yet an urgent message for viewers to avail insurance–told in a way that brings the messaging to life via a music video.

“The message behind this campaign is a simple but urgent one – it’s about ensuring that you have adequate insurance coverage before a medical emergency strikes. The song was a vehicle to bring to life the anxiety and helplessness one feels when one doesn’t know if they have adequate coverage,” the agency.

They also added that for the music video’s sentimental messaging, while they are full aware that not many people are comfortable with discussing sad topics, people are always drawn to forms of media that communicate such feeling.

“People don’t want to talk about sad or uncomfortable topics – like whether they have adequate insurance coverage. But it’s so naturally human to love a sad song. We realised the right song could let people connect with the emotions they would feel if they didn’t have adequate coverage, which in turn could inspire them to get covered. So we decided to create that song,” BBH Singapore told MARKETECH APAC.

They also added, “Singapore has one of the highest insurance protection gaps in Asia. This campaign was aimed at Singaporeans in the 30s to 40s who hadn’t ensured they were adequately covered. We worked with The Calling, a band that was massively popular in the early 2000s because we knew this was a band that would have strong emotional resonance with our target audience.”

Meanwhile, Income told MARKETECH APAC told the campaign is rooted from the brand’s objective of raising awareness and realisation amongst Singaporeans on the importance and urgency of having adequate protection to be prepared for unforeseen circumstances that can hit anytime.

Citing data from the Life Insurance Association (LIA), Income says that Singapore faces a 21% protection gap in mortality and 74% in critical illness

“To ensure that we resonate with Singaporeans as we tackle the topic of insurance protection and financial readiness, we turned to music, which is what many turn to when confronting difficult feelings or challenging times in life and related to Singaporeans in an entertaining way that cuts above the noise,” Income told MARKETECH APAC.

They also added, “In this campaign, we lyrically brought to life the campaign message that “Life can fall apart if you are not adequately covered” and motivated Singaporeans to cease the silver lining and beat the odds by being protected ahead of time.”

While there is a myriad of factors that may have contributed to their increased traction across the primary campaign touchpoints, Income told MARKETECH APAC it boils down to two factors.

“The use of music, which allows us to effectively speak to our target audience in a unique way that engages the mind and tugs at the heart strings, [and] the engagement of The Calling, which is a band that our target audience is familiar with and hence, would be more open to listen to the song and subsequently the message that we want to bring across,” they concluded.

Singapore – International premium beer from Asia, Tiger Beer, has launched the latest instalment of the ‘Brewed for your fire campaign’, a campaign which positions Tiger Crystal as the ultimate crystal-cold refreshment for those “who passionately pursue their dreams and aspirations.” 

Created by BBH Singapore and LePub APAC, their task was to evolve the already successful ‘Brewed For Your Fire’ campaign in a way that ensures Tiger Crystal continues to stand out in the category with its unique point of view on premium refreshment. ‘Brewed for your fire’ revolves around the thought that when individuals follow their dreams and excel at what they love, they deserve a crisp and smooth refreshment that’s ‘brewed for your fire’. 

“Tiger Beer believes everyone should pursue their passions fearlessly, yet we all have moments of doubt when our confidence wavers. In these moments, it’s important to find that spark that comes from doing what you love, igniting your inner fire. And in those ‘on fire’ moments, there’s nothing more refreshing than a crystal-cold, extra smooth Tiger Crystal,” explains Sean O’Donnell, global brand director at Tiger Beer.

The product, Tiger Crystal, is said to be brewed at -1 degrees Celsius with a unique filtration process for a lighter, smoother, and crisper taste. ‘Brewed for your fire’ tells the story of a group of partygoers who find themselves totally in the zone and ‘on fire’ whilst dancing at a house party. To visualise how this feels, the film’s mixed-media technique is inspired by the memes, GIFs, and TikToks of Gen Z’ers.

Sascha Kuntze, chief creative officer at BBH Asia Pacific, explains, “A giant Yeti, crazy eskimos, a gate-crashing skier, a girl riding a giant Tiger – what a party, what a visual spectacle and all mixed to a killer soundtrack. We haven’t seen beer celebrated quite like this before and we are extremely proud of the world we have conjured up for Tiger in this film and the brave clients who came on this ride with us.” 

Cyril Louis, executive creative director at LePub APAC, adds, “We wanted to make people feel what it is like to be in the zone through the film’s protagonist. At first, she is unsure of herself when invited onto the dancefloor, but she soon finds her inner Tiger fire, and the fiery, high-energy visuals spread to show more individuals being ‘on fire’ and in the zone.”

“Tiger® knows what confidence and defying the odds mean. It was born at a time when few believed that an ice-cold beer could be brewed in the tropical heat of Asia, in a place where no barley or hops would grow. Today, it continues to celebrate the confidence that allowed it to do what it believed in – brewing a winning beer on the equator that has won more than 40 international awards and is enjoyed in more than 60 countries worldwide,” said the brand. 

Directed by Brazilian trio YOUTH, ‘Brewed For Your Fire’ has recently launched in all key Tiger markets.

Jollibee, the top local fast-food chain in the Philippines, which is continually making a name worldwide with its growing global presence, unveils in May of 2021 its first-ever global campaign. Amid numerous advertising campaigns launched this year, it’s ‘A Message From The Future’ that comes out as our Marketing Campaign of The Year. 

In a moving and tear-jerker three-minute film, Jollibee views the pandemic from the future – as a ‘survival story’ told to the new generation, one that is overcome through the power of family and sticking together. 

Through Jollibee’s strong delivery of content in the past years, it has moved from merely being a fast-food brand to now a platform that brings human stories to audiences, packaged in the most inspiring and touching narratives.

Here’s Francis Flores, JFC Philippines’ regional marketing head and Jollibee Philippines’ marketing head, who lets us in on the conceptualization process of the campaign – sharing on the inspiration and the goal of the film; and once and for all, revealing what the brand considers the crucial elements in serving a successful reel that resonates.

Creative Direction 

What inspired the storyline of the campaign?

Jollibee as a brand has always been about the joy of family. This has always been our main inspiration and guiding principle for all our Brand Love Campaigns whether for short films or brand thematic ads.

When the pandemic broke out, everyone was unprepared and had to face an uncomfortable reality. During this time, it was very difficult to convey messages of joy because fear and anxiety were the general sentiments of everyone, but we believed that there was a silver lining amid all this.

We were determined to encourage and uplift everyone by conveying an undisputed truth that even the worst situations cannot put down – the priceless joy that we get from being with our families. Despite the challenges and unfortunate effects that COVID-19 has brought, there is one positive thing that came with it, which is being able to spend more time with our families. From physically spending every waking hour together in lockdown to long video calls across continents, our family was what got us through.

We wanted this campaign to acknowledge the grim reality of the pandemic but still give a positive message of hope. It’s all about appreciating these moments 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. It was the year of the pandemic, but it was also the year of the family.

What elements does Jollibee’s creative team consider to make an ideal Jollibee campaign?

It all starts with a powerful and universal truth, and for this campaign – we are spending more time with our families now, it has never happened before and may never happen again. And coming from this powerful truth, we wanted to surface the positive things that we can be grateful for even at the height of the pandemic.

a. The rare opportunity to spend more time and grow closer with our family because of the lockdown/quarantine.

b. The realization that anything can happen anytime, so we must never take anything for granted.

c. Our greatest source of joy lies in the ones that matter the most – our families.

Another important aspect is our collaboration with our partner agencies. We’re blessed to be working with several world-class creative agencies and teams that work with us in bringing our brief and vision to life. And during the whole campaign process, we made sure that we worked in close collaboration with our partner agency – from crafting the brief, ideation, storylines until actual production.

It is also critical to clearly define the message we want to convey and who our audience is. Given the widespread effect of the pandemic, we aimed to reach every Filipino family across the globe and not just in the Philippines. To make this possible, we chose to work with a global team to package the creative message in the most universal way possible, but consciously kept it rooted in genuine Filipino values. The campaign was brought to life with the help of BBH (Bartle Bogle Hegarty), a Singapore-based creative agency, and director Law Chen, an American Born Chinese who is a multi-awarded film and advertising director. Armed with a global perspective, a powerful truth, and an inspiring universal message, we were determined to create a film that not only reflects the heart of the Jollibee brand, but also uplifts the human spirit.

Lastly, we made sure that we provided sufficient media, digital and PR support for our campaigns. We didn’t just focus on launching digital videos and ads, we applied a holistic approach for every campaign. We collaborated with our media, digital, and PR agencies to cover all relevant touchpoints and to maximize the reach and effectiveness of our campaigns. Specific to this campaign, we rolled out various initiatives in social media platforms, tapped media partners, and utilized influencers.

We also made it part of a bigger campaign for the month of May where we celebrated the joy of family, notwithstanding the challenges we were all faced during the pandemic. We launched the Family Thanksgiving month last May 1, and we came out with our Kwentong Jollibee Mother’s Day special a week after which espouses gratitude for your loved ones and the joy of family messaging.

Jollibee has been known to roll out emotional-driven films; why do you think it is important for a brand like Jollibee to communicate its brand message through film?

For over 40 years, Jollibee is a brand that is deeply rooted in Filipino culture and is known for bringing joy to families. It has been part of the lives of Filipino families – from simple bonding moments to celebrating major milestones. And it’s not just in the food that we provide, but in the actual experience and joy that people have with our brand. 

It has always been our mission to bring joy to everyone and producing video content has allowed us to continue effectively conveying our message to our target audience. As the world becomes more digital, with information and content made readily available on various platforms, we’re maximizing the use of videos and short films to continue spreading joy through meaningful but free content that resonates with our target audience.

Viewer perception

What has been the feedback of the audience since releasing this first-ever global campaign? 

As of this writing, the film has garnered over 24 million views on YouTube and Facebook combined since we launched it this year in May 2021. It is always great to see several comments and mentions on social media on how they were able to relate to the film and how it has prompted them to actually show and express their appreciation and love for their family members. 

Since this is Jollibee’s first global brand love campaign, it is also overwhelming to see a lot of positive feedback from the international media and advertising industry. We are also humbled and honored to be featured and picked up by global publications such as Ad Age, Ads of the World, and being among the Top 5 in Ad Forum’s best ads of the week worldwide.

What do you think the brand values ‘A Message from the Future’ convey to its viewers?

It’s about giving people a different perspective on the pandemic; to look at it from a more positive and hopeful light. While it’s undeniable that we are faced with a lot of challenges and hardships because of the pandemic, we want to highlight the importance of having our family by our side. So that when we look back, we won’t only relive the difficulties we have experienced, but rather we’ll remember more how our family was our source of strength, hope, and joy.

We know it’s easy to take things for granted, so we want to remind people to appreciate the time we have with our family and be thankful for even the little things that our family does for us. And like what was said in the video, we’ve all gone through a rough time during the pandemic, but it is our family’s love which saved us. So, no matter how sad this period of our life was, because of our family, we still found joy.

Credits:
Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Creative Directors: Mae Ong & Gaston Soto
Creative Team: Sandra Eichner, Charlene Chua, Dawn Abegail, Shervin Low
Business Director: Ross Henderson
Account Director: Victoria Fernandez
Account Managers: Isabel Ong, Daphne Tan
Chief Strategic Officer: Jacob Wright
Senior Strategist: Zoe Chen
Agency Producer: Wendi Chong
Production Company: Stink Films Shanghai
Director: Lawrence Chen
Film Out: Metropolis Post
Audio House: Twenty Below Music, 750mph, Fuse
Client: Jollibee
JFC Philippines Country/Regional Marketing Head and Jollibee Philippines Marketing Head: Francis Flores
Assistant Vice President and Head of Brand PR, Engagement and Digital Marketing: Arline Adeva

Senior Brand PR and Communications Manager: Dennis Reyes
Brand Engagement Manager: Beatriz Cruz
Social Media & Digital Content Officer: Jean Vittorio Sabado

This recognition is based on the results of Google Analytics on the most-read stories of 2021 with editorial validation on the significance of a leader’s contribution, campaigns results, and overall impact.

Manila, Philippines – Reminiscent of what many of us have seen from our most-awaited tech product launches, Filipino fast-food chain Jollibee has taken that same theme to launch its newest product, the ‘Chick’nwich’.

The campaign was conceptualized by creative agency BBH Singapore, and was directed by Louis Nieto of Stink Films. The film, shot in Prague, describes the product as if they are taken straight out of a product launch, with descriptions such as ‘ultra-large chicken display’, ‘spatial surround crunch’, and ‘a personal hand-held device to satisfy your appetite’.

Speaking about the film production, Nieto said, “When Jollibee and BBH Singapore approached me with a ‘tech product launch’ idea, I was intrigued and excited. Pushing beyond the territory of food, I wanted to creatively portray the Chick’nwich as something that’s absolutely innovative like no other – like a highly anticipated flagship release from our favorite tech brands.”

Meanwhile, for Francis Flores, country marketing head at Jollibee Food Corporation Philippines and marketing head at Jollibee Philippines, describes their latest product as a breakthrough product for them, a new level of chicken sandwich, bringing a new level of joy to their consumers.

“This gave us the opportunity to go big, and the work from BBH Singapore and director Louis Nieto, as well as the whole crew that gave it their all, certainly does that. Together we have created an ad that we can all be proud of. We look forward to catching the attention – and appetite – of Jollibee and chicken sandwich fans,” Flores said.

Sascha Kuntze, chief creative officer at BBH Singapore, commented, “In the world of product launch ads, no one does it like how the tech giants do. The hype and excitement with a clear product focus was something we wanted to play on. Especially for a groundbreaking product like the Jollibee Chick’nwich.”

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.