Filipino multinational quick service restaurant chain Jollibee teamed up with Olympic gold medalist Hidilyn Diaz for a marketing campaign called ‘Ginto’ spearheaded by a short film about the athlete’s ‘lakas at puso / strength at heart’ story.
Created by McCann Worldgroup Philippines and directed by Pepe Diokno, Jollibee’s latest Kwentong Jollibee ‘Ginto’ spot chronicles the weightlifter’s heart-warming life story which offers a few life lessons to viewers and aims to inspire Filipinos to reach their own dreams and refuse to give up
Debuting on 15 October, ‘Ginto: A Hidilyn Diaz Kwentong Jollibee Special’ positions Diaz as a Filipino icon who proved that hard work and grit pays off and urges viewers to ‘join the conversation’ online by using the hashtag #KwentongJollibeeGinto.
“We wanted to pay tribute not just to Hidilyn’s victory, but to her strength, heart and resilience, which truly brought joy and uplifted the nation,” said Arline Adeva, Jollibee Philippines Assistant Vice President and Head of Brand PR, Engagement and Digital Marketing. “And we thought it fitting to produce her own Kwentong Jollibee, not just to thank her for her feat but to somehow share her story so that we Filipinos can continue to be inspired by what she has achieved. I think with the current situation, many Filipinos feel defeated and divided, but Hidilyn’s win gave us strength and brought us together.”
“Everyone knows her story by now so the challenge was how to shine a new light on her in a way that would inspire and motivate Filipinos who may also be experiencing struggles and challenges,” added McCann Worldgroup Philippines Creative Director NJ Mijares. “With every Kwentong Jollibee we create, we always ask ourselves ‘is this relatable? Will other people feel the same way?’ More so with this one. Because we’re telling a story of a very specific person with a very specific achievement, we tried to tell it in a way that mirrors the dreams, the struggles, and the journey of millions of Filipinos.”
Comment:
Pretty much the whole country celebrated when weightlifter Hidilyn Diaz won an historic first ever gold medal for the Philippine’s at the 2020 Tokyo Olympics in the women’s 55 kg category – making her a national hero and a modern-day Filipino icon and immediately catapulting her into an advertising spokesperson for multiple brands.
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