MANILA, PHILIPPINES – Jollibee, the iconic brand that is a part of every Filipino household, has always been synonymous with family, togetherness and joy, especially at Christmas. This holiday season, Jollibee has launched a heartfelt thematic film that celebrates Filipinos enduring love for family, in all the different ways it exists today.
Buo ang Saya ng Pasko or The Joy of Christmas is Complete, celebrates the evolution of what Christmas and family has come to mean in the Philippines. The film’s central theme is built on the insight that in recent years, while family remains at the very foundation of Christmas, Jollibee is embracing the many different versions of family joy and celebrations across the Philippines. With more people living away from home, working through the holidays, or celebrating apart from loved ones, the traditional picture of family gatherings has progressively changed.
Yet what remains constant is the Filipino love for family; in all the different ways it exists today. In the film, Jollibee captures how both typical families and different versions of Filipino families now come together -There’s the nurse celebrating a night shift with hospital staff, a security guard sharing laughs with fellow workers, a couple treating their beloved pets like family, a mother and daughter finding joy in a simple Jollibee meal and a large family celebrating Christmas reunions across generations.
As a brand deeply woven into Filipinos’ life, Jollibee continues to tell stories that mirror today’s realities. Its latest Christmas campaign captures a universal truth: that joy and togetherness endure, even as the idea of family evolves.
Says Dorothy Dee-Ching – VP and Head of Marketing, Jollibee Philippines: “Jollibee has always put family at the heart of Christmas, but we know times have changed. By embracing different versions of what family means to Filipinos, we want to bring back joy into the season for everyone. Because no matter where we are or who we celebrate with, as long as we’re together and there’s Jollibee to share, Buo ang Saya ng Pasko — The Joy of Christmas is complete.”
Jollibee partnered with creative agency Forsman & Bodenfors Singapore on the film, fulfilling a brief to embrace the new narrative of Christmas and the integral role the Jollibee brand has always played in Filipino culture.
Says Adrian Ortiz, Group Client Director, Forsman & Bodenfors Singapore: “We wanted to capture the celebration of togetherness in all its forms: family, friends, (even some furry ones!) and anyone who becomes family along the way. It’s in the simplest things like sharing stories, laughter and a meal around the table that evokes the feeling of a truly Filipino Christmas. ”
Says Firrdaus Yusoff, Executive Creative Director, Forsman & Bodenfors Singapore: “To work with an iconic brand like Jollibee makes us all feel like a kid on Christmas morning. We have enjoyed every moment and felt like a true partner through the process. It’s safe to say the Jollibee Joy is contagious.”
Forsman & Bodenfors also wrote and commissioned an original soundtrack for the campaign, bringing even more heart to the film and speaking to Filipinos’ renowned love for music. The lyrics capture the campaign’s narrative of valuing the little things that bring joy to Filipinos and make Christmas complete –
“Sa mga ngiting pumapawi ng pagod, sa mga pagsasamang pinasarap ng panahon, tunay ang ligaya basta’t tayo’y magkakasama” (In the smiles that wipe away tiredness, with bonds that grow deeper through time, true happiness is felt when we’re together)
The campaign film Buo ang Saya ng Pasko launches across Philippines on November 16th. Jollibee’s Christmas film is part of an extensive integrated campaign that will roll out across the Philippines over the next two months and includes KOL engagement, in-store, PR activation, direct mail, social, and User Generated Content (UGC).
