Background
As part of the MAIP fellowship that I was selected for, post-grad of Summer 2021, 400+ fellows were sorted into groups of 10-12 to create two campaigns for two different brands. For our first brand, my group was asked to promote Jollibee’s new (fictional) chicken-wing product, targeting
the North American audience. Being the proud Filipina that I am, I was beyond ecstatic to work on this brand. 

Insight
Sharing food brings feelings of togetherness and creates memories over joyous celebrations. The Filipino culture prides itself and operates on a
“we-they” framework, emphasising on family, whereas Western mentality is “I-it”. Jollibee has a strong opportunity to introduce its Jollibites as a
way to create lasting memories over delicious food.

Art Direction + Deck Design
Christine Navarro + June Chen
Copywriting
Maris Moreno

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