In the future when we look back on today, how would we describe the pandemic? What version of history would we tell?
This is the theme of Jollibee’s first global brand campaign developed by BBH Singapore, which reinterprets the brand’s tagline of 'Joy of Family' in the context of the current pandemic.
When the pandemic broke out, everyone was unprepared and had to face an uncomfortable reality – that life as we knew it changed overnight. It was painful, scary and upended lives around the world. Yet it is in our darkest hours when we see what’s most dear to us - our families. From physically spending every waking hour together in lockdown to long video calls across continents, our family was what got us through. This was the year of the pandemic, but it was also the year of the family.
'A Message from the Future' was shot in New York and directed by award-winning director Law Chen. It tells a perspective-changing story about the times we are currently living in, which will leave you feeling grateful for what’s getting people through it all - family.
In a departure from Jollibee’s usual campaigns, the current film adopts a sombre and realistic tone as it goes in the future to record a nostalgic and emotional story of a migrant Filipino family based in the US.
Set in 2060, the film shows a grandfather recounting his memory of the pandemic to his grandchildren. The story starts off on a bleak note but gives way to hope and joyful family moments that could have only happened because the family spent more time together, a transition highlighted through the film's progression from black and white shots to coloured ones.