2021
Jollibee Champ's Biggest fans
When fans went viral mourning a discontinued burger, I helped Jollibee turn their outrage into an anthem and a comeback campaign.
Art Direction
Advertising
Know More
We turned fan comments into a comeback anthem. And it worked.
Background
When Jollibee quietly pulled its iconic CHAMP burger from the menu, fans lost it.
Social media erupted with passionate reactions, heartfelt complaints, and full-on grieving. What looked like a PR problem was actually something more valuable. A brief.
Idea and Execution
We turned the fans' own words into the campaign.
We took their tweets, comments, and reactions and turned them into the lyrics of a comeback anthem. Real fans. Real words. Sung back to them in a film.
Fan generated content flooded social media, transforming everyday people into authentic brand ambassadors. The campaign didn't just announce the CHAMP's return. It celebrated the people who made it happen.
Results
15.2M views
500% sales spike on relaunch day
841% increase in viewability
150% above daily sales target
More Works
2021
Jollibee Champ's Biggest fans
When fans went viral mourning a discontinued burger, I helped Jollibee turn their outrage into an anthem and a comeback campaign.
Art Direction
Advertising
Know More
We turned fan comments into a comeback anthem. And it worked.
Background
When Jollibee quietly pulled its iconic CHAMP burger from the menu, fans lost it.
Social media erupted with passionate reactions, heartfelt complaints, and full-on grieving. What looked like a PR problem was actually something more valuable. A brief.
Idea and Execution
We turned the fans' own words into the campaign.
We took their tweets, comments, and reactions and turned them into the lyrics of a comeback anthem. Real fans. Real words. Sung back to them in a film.
Fan generated content flooded social media, transforming everyday people into authentic brand ambassadors. The campaign didn't just announce the CHAMP's return. It celebrated the people who made it happen.
Results
15.2M views
500% sales spike on relaunch day
841% increase in viewability
150% above daily sales target
More Works
2021
Jollibee Champ's Biggest fans
When fans went viral mourning a discontinued burger, I helped Jollibee turn their outrage into an anthem and a comeback campaign.
Art Direction
Advertising
Know More
We turned fan comments into a comeback anthem. And it worked.
Background
When Jollibee quietly pulled its iconic CHAMP burger from the menu, fans lost it.
Social media erupted with passionate reactions, heartfelt complaints, and full-on grieving. What looked like a PR problem was actually something more valuable. A brief.
Idea and Execution
We turned the fans' own words into the campaign.
We took their tweets, comments, and reactions and turned them into the lyrics of a comeback anthem. Real fans. Real words. Sung back to them in a film.
Fan generated content flooded social media, transforming everyday people into authentic brand ambassadors. The campaign didn't just announce the CHAMP's return. It celebrated the people who made it happen.
Results
15.2M views
500% sales spike on relaunch day
841% increase in viewability
150% above daily sales target
More Works