Jollibee celebrates modern family joy in new Christmas film ‘Buo ang Saya ng Pasko’
Jollibee, an iconic brand present in every Filipino household, has long been synonymous with family, togetherness, and joy, especially at Christmas. This holiday season, Jollibee has partnered with Forsman & Bodenfors Singapore to launch a heartfelt film celebrating Filipinos’ enduring love for family in all its modern forms. Buo ang Saya ng Pasko (The Joy of Christmas is Complete) honors how the meaning of Christmas and family has evolved in the Philippines.
The film’s central theme is built on the insight that in recent years, while family remains at the very foundation of Christmas, Jollibee is embracing the many different versions of family joy and celebrations across the Philippines.
With more people living away from home, working through the holidays, or celebrating apart from loved ones, the traditional picture of family gatherings has progressively changed. Yet what remains constant is the Filipino love for family; in all the different ways it exists today.
In the film, Jollibee captures how both typical families and different versions of Filipino families now come together -There’s the nurse celebrating a night shift with hospital staff, a security guard sharing laughs with fellow workers, a couple treating their beloved pets like family, a mother and daughter finding joy in a simple Jollibee meal and a large family celebrating Christmas reunions across generations.
As a brand deeply woven into Filipinos’ life, Jollibee continues to tell stories that mirror today’s realities. Its latest Christmas campaign captures a universal truth: that joy and togetherness endure, even as the idea of family evolves.
Dorothy Dee-Ching – VP and Head of Marketing, Jollibee Philippines, said: “Jollibee has always put family at the heart of Christmas, but we know times have changed. By embracing different versions of what family means to Filipinos, we want to bring back joy into the season for everyone. Because no matter where we are or who we celebrate with, as long as we’re together and there’s Jollibee to share, Buo ang Saya ng Pasko — The Joy of Christmas is complete.”
Adrian Ortiz, Group Client Director, Forsman & Bodenfors Singapore, said: “We wanted to capture the celebration of togetherness in all its forms: family, friends, (even some furry ones!) and anyone who becomes family along the way. It’s in the simplest things like sharing stories, laughter and a meal around the table that evokes the feeling of a truly Filipino Christmas.”
Firrdaus Yusoff, Executive Creative Director, Forsman & Bodenfors Singapore, said: “To work with an iconic brand like Jollibee makes us all feel like a kid on Christmas morning. We have enjoyed every moment and felt like a true partner through the process. It’s safe to say the Jollibee Joy is contagious.”
Forsman & Bodenfors also wrote and commissioned an original soundtrack for the campaign, bringing even more heart to the film and speaking to Filipinos’ renowned love for music.
The lyrics capture the campaign’s narrative of valuing the little things that bring joy to Filipinos and make Christmas complete – “Sa mga ngiting pumapawi ng pagod, sa mga pagsasamang pinasarap ng panahon, tunay ang ligaya basta’t tayo’y magkakasama” (In the smiles that wipe away tiredness, with bonds that grow deeper through time, true happiness is felt when we’re together).
The campaign film Buo ang Saya ng Pasko launches across Philippines on November 16th.
Jollibee’s Christmas film is part of an extensive integrated campaign that will roll out across the Philippines over the next two months and includes KOL engagement, in-store, PR activation, direct mail, social, and User Generated Content (UGC).
Credits
Creative Agency: Forsman & Bodenfors Singapore
Executive Creative Director – Firrdaus Yusoff
Senior Creatives – Frances Cabatuando, Sithum Walter
Designer – Yen Wee
Head of Strategy – Siddhant Lahiri
Senior Strategist – Uli Chan
Group Client Director – Adrian Ortiz
Senior Client Manager – Pixie Gan
Head of PR – Deborah Abraham
Senior Producer – Joshua Tan
Singapore Production House: Freeflow Productions Pte Ltd
Director – Roslee Yusof
Director of Photography – Mitch Ayers
Executive Producer – TzeNi Ong
Line Producer – Jeslene Chia
Head of Post Production – Spencer Wong
Senior Offline Editor – Jay Sy
Post Producer – Feline Yeo
Filipino Production House: TwoFold
Executive Producers – Mara Bernaldo and Lougie dela Cruz
Production Managers – Sheila Cusi and Glenda Mugol
1st Assistant Director – Jules Dacanay
Camera Operator – Macky Galvez
1st Assistant Camera – Walter O. Bolaños and Eric Louie Quiñones
Gaffer – Benjie de Vera
Key Grip – Marvin Cadua
Production Designer – Kaye Banaag
Wardrobe Stylist – KC Contrevida
Food Stylist – Resultado
Propsman – Rolando Olor
Caster: Abbey Young
Producer:
Senior Broadcast Producer:
Syd Alcala, Just Add Water Productions, Inc.
Audio:
Audio Production House: Soundesign Manila
Arranger: Jeff Hernandez
Lyricist: Rany Mercado
Sound Engineer: Jamie Virata
Casters: Danzel Chuacuco and Pia Meily
Account Manager: Raze Rocha and Tats Paman
Singer: Hana Adriano
VO: Alyssa Chong