Earlier this year, Jollibee launched #MyKwentongJollibee to invite everyone to share their own stories, whether it’s nakakakilig, nakakatuwa or nakaka-inspire. It opened an avenue for real people to personally share how Jollibee has made an impact in their lives.
Following on from their two Valentine’s Day films, Jollibee and McCann Worldgroup Philippines have come up with another tale to tug at everyone’s heartstrings—this time, especially made for Mother’s Day.
“Since we launched #MyKwentongJollibee earlier this year, we have received hundreds of wonderful stories about how Jollibee has impacted the lives of so many Filipinos. From these, we were able to find the touching tale of Mommy Alma and Atticus which we hope will inspire everyone to express their love and gratitude for their mother’s unwavering love and endless sacrifices this Mother’s Day,” said Dorothy Dee-Ching, VP-Marketing of Jollibee.
The new #MyKwentongJollibee film titled “Louder than Words” takes viewers to a glimpse of Alma Benitez’ everyday bonding moments with her son Atticus, who has been diagnosed with autism. Viewers will see how their shared love for Jollibee enables them to connect and bond better, and also witness the sacrifices she has made to support her son’s development.
According to NJ Mijares, Group Creative Director of McCann Global Group, the story of Alma and Atticus stood out when the team was looking for stories to feature.
Mijares said: “After meeting and talking to them, we immediately felt that their story is one worth sharing. It’s a story that highlights a mother’s sacrifice. With this film, we hope to pay tribute to all mothers across all walks of life, and to make them feel appreciated for everything they do.”
Director Paolo Villaluna is likewise happy to share the mother and son’s story to the world. “I am proud to be part of the team that captured Alma and Atticus’ truth. We want more people to bear witness to their story.”
“Jollibee’s recent documentary campaign is a testament on why the brand has its pulse on our hearts— because the joy is real, relatable, and most importantly, it mirrors the best of the Filipino family.”
AGENCY – McCann Worldgroup Philippines, Inc.
Mitzie Lim-Nacianceno – VP/ Managing Partner
Joms Robles – Associate Business Group Director
Chloe Adarayan – Account Manager
NJ Mijares – Group Creative Director
Bong Legaspi – Creative Director
Raffy Reynoso – Art Director
Mariel Cruz – Senior Broadcast Producer
PRODUCTION – Filmex
Executive Producer: Mila Tanteco
Director: Paolo Villaluna
DOP: Monchie Redoble
Assistant Director: Mara Marasigan
Production Manager: Cath Sanidad
Production Staff: Marvin Manalo / CJ Javier
Researcher: Nicole Revita
Caster: Grace Lasala
Offline Editor: Joaquin Tirona
Colorist: James Ecito
Online Editor: Nica Inciong
Dorothy Dee-Ching – Vice President – Marketing
Dennis Reyes –PR, Partnerships, and Sustainability Senior Manager
Elise Maog –PR, Partnerships, and Sustainability Officer