David&Goliath named AOR for Jollibee

(New work for Jollibee)

Integrated creative agency David&Goliath (D&G) today announces that it was awarded Agency of Record for Honeybee Foods Corporation (Jollibee) in late 2020.

Jollibee and its affiliates comprise one of the world’s largest and fastest-growing Asian restaurant companies with roots in the Philippines and over 1,400 restaurants worldwide. Jollibee is looking to accelerate growth from its current footprint of 63 restaurants in North America to over 300 by 2024.

To achieve this growth, the brand brought on D&G to create its first advertising campaign to build awareness and interest among new consumers in mainstream markets. 

The creative campaign titled “Joy Served Daily” was designed to capture the authentically joyous spirit of Jollibee employees to demonstrate how joyful people, make joyful food – and further illustrate how that joy is carried forward having a positive effect on the Jollibee customer. 

The centerpiece of the campaign is a :30 spot titled “Ripple Effect” which went live on the brand’s social platforms Tuesday, March 23 and broadcasted live on The Filipino Channel Saturday, March 20. 

The spot features actual Jollibee team members who happily go about their day as they make and serve the famous fried chicken while singing a joyous tune. The unique track featured in the spot was created by Human Music and scores the action. Watch below:



“Across the world, Jollibee is known for its superior tasting food, friendly service, and great value. Starting from humble beginnings, our brand is a centerpiece of community that has grown throughout southeast Asia and now has its sights set on sharing the joy of eating across North America,” said Luis Velasco, Vice President of Marketing for Jollibee.

“In a time when the world could use a little more joy, we are so excited to introduce Jollibee to audiences in North America who haven’t yet experienced this singular cuisine, that deliciously combines next level Chickenjoy with pure, authentic joy,” said Yumi Prentice, President of David&Goliath. “It’s a brand I grew up with in the Philippines, so deeply rooted in purpose which carries significant meaning and impact in the lives of its employees, communities and customers.”

The Jollibee brand has become a national symbol of pride amongst their core Filipino consumers— igniting deep emotional nostalgia through the sharing of their “taste from home” with family and friends, infused with a key ingredient – joy.

Now, people of all cultural backgrounds will have the opportunity to experience that same contagious positivity that millions of Jollibee enthusiasts feel from all over the world. 

CREDITS:

CLIENT: Honeybee Foods Corporation

AGENCY: David&Goliath, LA

  • Founder & Creative Chairman: David Angelo
  • President: Yumi Prentice
  • Chief Creative Officer:  Ben Purcell
  • Executive Creative Director: Josh Miller
  • Associate Creative Director (Copy): Jason Miller
  • Associate Creative Director (Art):Rory Odani
  • Senior Art Director: Diana Hernandez
  • Senior Copywriter: Andrea Vega
  • Senior Designer: Katherine Ahn
  • Managing Director: Robin Osborne
  • Account Director: Lisa Wong
  • Account Executive: Darby Jones
  • Account Coordinator: Matt Arias
  • Strategy Director: Renee Welch
  • Associate Director, Communications Planning: Natalie Gomez
  • Jr. Communications Planner: Hailey Kim
  • Social Community Manager: Mackenzie Abuyen-Nuestro
  • Business Affairs Manager: Yenia Paez
  • Business Affairs Manager: Camara Price
  • ManagingDirector, Broadcast Production: Paul Albanese
  • Senior Producer: Eric Herrmann
  • Managing Director, Integrated Production: Peter Bassett
  • Associate Director of Project Management: Genie Lara
  • Senior Project Manager: Donna Alexander
  • Project Manager: Anna Carnochan

PRODUCTION COMPANY: Spinach

  • Executive Producer: Adam Bright & Jonathan Carpio
  • Director: Tamir Moscovici
  • Director of Photography: Adam Marsden
  • Line Producer: Erik Wilson

EDIT: Spinach 

  • Executive Producer: Jonathan Carpio
  • Post Producer:Cristy Torres
  • Editor: Adam Bright
  • Assistant Editor: Gabriel Cullen

VFX: Spinach

  • Flame Artist:Chris Moore & Christopher DeCristo
  • Producer:Ian Dawson
  • Executive Producer: Adam Bright & Jonathan Carpio

MUSIC: Human

  • Exec. Producer: James Wells
  • Head of Sync and A&R:Kamela Anderson
  • Creative Director:Andy Bloch
  • Composer: Ed Dunne

MIX: Post Human

  • Sound Designer/Mixer: Sloan Alexander
  • Executive Producer: Craig Caniglia

COLOR: Beachhouse Color

  • Colorist: Mike Pethel
  • Color Producer: Adam Waggoner
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