This is the theme of Jollibee’s first internationally produced film 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.
The 3-minute-long campaign film titled “A Message from the Future”, shot in New York and directed by award-winning director Law Chen, tells a perspective-changing story about the times we are currently living in, which will leave you feeling grateful for the time you have with your family, and how through it all it is the Joy of family that gets us through all the hardships.
