A Message from the Future

In the future when we look back on today, how would we describe the pandemic? What version of history would we tell? This is the theme of the Filipino multinational chain Jollibee’s first global brand campaign developed by BBH Singapore, which reinterprets the brand’s tagline of “Joy of Family” in the context of the current pandemic. When the pandemic broke out, everyone was unprepared and had to face an uncomfortable reality – that life as we knew it changed overnight. It was painful, scary and upended lives around the world. Yet it is in our darkest hours when we see what’s most dear to us - our families. From physically spending every waking hour together in lockdown to long video calls across continents, our family was what got us through. This was the year of the pandemic, but it was also the year of the family. Film advertisement created by BBH, United States for Jollibee, within the category: Food.