Jollibee has released a new holiday campaign film, Buo ang Saya ng Pasko (“The Joy of Christmas is Complete”), which celebrates the evolving ways Christmas and family have come to be defined in the Philippines.
As part of the campaign, the brand has launched a 90-second film in collaboration with Forsman & Bodenfors Singapore. It’s built on the insight that while family remains at the heart of Christmas, Jollibee is embracing the many different ways Filipinos celebrate family today.
The heartfelt film highlights a range of contemporary family scenes. Among them: a nurse spending the holiday with fellow hospital staff, a security guard celebrating with coworkers, a couple treating their pets as family, a mother and her daughters bonding over a meal, and a large multi-generational family gathered around the table. Regardless of the gathering, a sense of family is present in each scene.
“Jollibee has always put family at the heart of Christmas, but we know times have changed,” said Dorothy Dee-Ching, VP and Head of Marketing, Jollibee Philippines.
“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.”
“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,” said Adrian Ortiz, Group Client Director, Forsman & Bodenfors Singapore.
“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.”
“To work with an iconic brand like Jollibee makes us all feel like a kid on Christmas morning,” said Firrdaus Yusoff, Executive Creative Director, Forsman & Bodenfors Singapore.
“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, which is sung by Hana Adriano.
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).
Jollibee’s Christmas film is part of an 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.
Credits
Forsman & Bodenfors Singapore
Creative Agency: Forsman & Bodenfors Singapore
Executive Creative Director: Firrdaus Yusoff
Senior Creatives: Frances Cabatuando, Sithum Walter
Designer: Yen Wee
Head of Strategy: Siddhant Lahiri
Senior Strategist: Uli Chan
Group Client Director: Adrian Ortiz
Senior Client Manager: Pixie Gan
Head of PR: Deborah Abraham
Senior Producer: Joshua Tan
Freeflow Productions Pte Ltd
Singapore Production House: Freeflow Productions Pte Ltd
Director: Roslee Yusof
Director of Photography: Mitch Ayers
Executive Producer: TzeNi Ong
Line Producer: Jeslene Chia
Head of Post Production: Spencer Wong
Senior Offline Editor: Jay Sy
Post Producer: Feline Yeo
TwoFold
Filipino Production House: TwoFold
Executive Producers: Mara Bernaldo and Lougie dela Cruz
Production Managers: Sheila Cusi and Glenda Mugol
1st Assistant Director: Jules Dacanay
Camera Operator: Macky Galvez
1st Assistant Camera: Walter O. Bolaños and Eric Louie Quiñones
Gaffer: Benjie de Vera
Key Grip: Marvin Cadua
Production Designer: Kaye Banaag
Wardrobe Stylist: KC Contrevida
Food Stylist: Resultado
Propsman: Rolando Olor
Caster: Abbey Young
Producer:
Senior Broadcast Producer:
Syd Alcala: Just Add Water Productions, Inc.
Audio:
Audio Production House: Soundesign Manila
Arranger: Jeff Hernandez
Lyricist: Rany Mercado
Sound Engineer: Jamie Virata
Casters: Danzel Chuacuco and Pia Meily
Account Manager: Raze Rocha and Tats Paman
Singer: Hana Adriano
VO: Alyssa Chong
