BBH Singapore takes a tech launch film approach for Jollibee’s Chick’nwich new campaign

Directed by Louis Nieto of Stink Films and shot in Prague, the film via BBH Singapore adopts the iconic cues of a tech product launch ad.

In the world of fast food, there’s the chicken sandwich, and then there’s the Jollibee Chick’nwich. 40 years in the making, the Chick’nwich is the biggest chicken innovation Jollibee has launched since the brand first opened its doors in the 1970s, next only to the Chickenjoy.

With such an iconic moment in the brand’s history, BBH Singapore saw an opportunity to do things differently. Their concept was founded on the insight that when it comes to doing things differently, who better to look to than the ones who are at the forefront of innovation – tech companies.

BBH Singapore decided to launch a food product, as a tech product. This gave birth to a ‘Product Reveal’ film parody that puts the Chick’nwich in a whole new light and changes the way people think about the entire chicken sandwich category.

Because the Chick’nwich is by no means an ordinary chicken sandwich. It boasts an ultra-large chicken display, spatial surround crunch, and other carefully assembled components, with a smooth brioche finish to top (and bottom) it off. A personal ‘hand-held’ device to satisfy your appetite for the ultimate upgrade in chicken sandwich, that trumps the competition in both taste and ‘storage size’.

“When Jollibee and BBH Singapore approached me with a ‘tech product launch’ idea, I was intrigued and excited. Pushing beyond the territory of food, I wanted to creatively portray the Chick’nwich as something that’s absolutely innovative like no other – like a highly anticipated flagship release from our favorite tech brands,” said Nieto.

“The Chick’nwich is a breakthrough product for us; a new level of chicken sandwich, bringing a new level of joy to our consumers. This gave us the opportunity to go big, and the work from BBH Singapore and director Louis Nieto, as well as the whole crew that gave it their all, certainly does that. Together we have created an ad that we can all be proud of. We look forward to catching the attention – and appetite – of Jollibee and chicken sandwich fans,” said Francis Flores, JFC’s Country/Regional and Jollibee PH Marketing Head.

Sascha Kuntze, Chief Creative Officer, BBH Singapore, said: “In the world of product launch ads, no one does it like how the tech giants do. The hype and excitement with a clear product focus was something we wanted to play on. Especially for a groundbreaking product like the Jollibee Chick’nwich.”

VIEW THE FILM

Credits
Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Creative Directors: Mae Ong, Gaston Soto, Khairul Mondzi
Managing Partner: Ross Henderson
Account Manager: Isabel Ong
Chief Strategic Officer: Jacob Wright
Senior Strategist: Zoe Chen
Agency Producer: Wendi Chong
Production Company: Stink CZ, s.r.o.
Director: Louis Nieto
Audio House: Echolab & Fuse Adventures in Audio
Client: Jollibee
JFC Country/Regional and Jollibee PH
Marketing Head: Francis Flores
Assistant Vice President for Marketing: Mari Aldecoa
Senior Marketing Manager: Pamela Grace Cruz
Assistant Brand Manager: Marie Joyce Marfori