MANILA, PHILIPPINES — Jollibee has a message from the future. In their latest campaign, the brand creates a retrospect of what it really means to have the joy of family.
The spot opens with a backstory of a grandfather on the year when COVID-19 affected the entire population of the world—a time when he got laid off work, and his wife got infected with the virus.
The film captured the anxiety and chaos in monochrome, showing familiar and relatable scenes of coping with the quarantine, having to wear masks to prevent the further spread of the sickness within the home.
The word on creativity, adobo magazine, talked to the team behind the film and got the insight that resulted in the spot.
“We wanted to start a new tradition of celebrating and being grateful for the joy of family, for the love that they bring especially during this time. And this campaign is the culmination of that celebration,” said Francis Flores, Jollibee Global Brand CMO and JFC Philippines Regional/Country Marketing Head at Jollibee Foods Corporation.
For Flores, a huge part of the making relied on trust, especially with the remote production. Fortunately, getting the right agency to do the campaign is half the job done.
Future nostalgia
According to the agency, BBH Singapore, the idea started with their Creative Chief Officer Sascha Kuntze who had an idea to take a current film to make it look old because when one looks back at something, they see things from a different perspective.
The director, Law Chen, affirmed “future nostalgia” is a phrase he gravitated towards when he began the production of the film.
“When they came to me with future nostalgia, and I was like, this is the feeling that I want to evoke about what is going on in the world right now I want us to look back and not gloss over all of the grit and the struggle and the challenge that everybody went through”
Not without its challenges, Chen revealed that one is to find the perfect family that lived and breathed through the pandemic. Another is to capture the experience in a captivating way.
Meanwhile, the film is viewed as a way for Jollibee to evoke a more international feel when it comes to advertising.
BBH Singapore’s Chief Strategy Officer Jacob Wright said, “I really hope that with this film, we show that Jollibee is not just a Filipino icon, but it’s an icon that can travel and can thrive anywhere because those themes are as true in Queens, as they are in Manila, as they are in London. So that’s what I’m really hoping for is that we spread not just to the Filipino diaspora worldwide, but beyond.”
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 Communications, PR & Digital: Arline Adeva
Senior Brand PR and Communications Manager: Dennis Reyes
Brand Engagement Manager: Maria Beatriz Cruz
Social Media & Digital Content Officer: Jean Vittorio Sabado
