Jollibee
The Ask: Select a brand to design and develop an advertising campaign for.
The Work: The brand selected to work with was Jollibee, a Filipino fast-food restaurant chain. After research and analysis of the brand’s history and values, it was determined that the brand’s visibility is very low in Western markets in comparison to their popularity in Asian countries. Further expansion into international markets to secure a new customer base would be the best step to take based on their current brand position. The campaign was designed with a bright and retro board game concept in mind to especially appeal to a younger audience while still being relatable with the older generation. The main goal was to generate curiosity and excitement about the restaurant, while also using this campaign as a way to educate people about Filipino food. The work created with these ideas in mind took on forms in traditional, social, digital, and non-traditional deliverables.
*Note: At the time this project was created, Jollibee did not have a mobile app available.
Brand Concept Mood Board + Brainstorm
Deliverables
