Campaign Spotlight

Campaign Spotlight: Jollibee, McCann Worldgroup Philippines team up for new Pusong Pinoy campaign to celebrate Filipino Pride and Joy

MANILA, PHILIPPINES – The heart of the Filipino is one that constantly helps their fellowmen, even and especially during tough times. For Jollibee, this innate ability to give hope and joy by embodying the bayanihan spirit is what makes us Proudly Pinoy, and this is the core message of the brand’s new campaign to mark the Philippines’ 123rd  Independence Day.

The campaign’s centerpiece is “Pusong Pinoy,” a heartwarming, empowering song that captures the Filipino quality of having an unrelenting heart for others and readiness to help. Composed by award-winning songwriter Thyro Alfaro, the song is brought to life by world-class artists Sarah Geronimo and Billy Crawford.


“The joy of ‘Pusong Pinoy’ comes from the bayanihan spirit that has always been innate in us and continues to shine now as we help each other in these difficult times,” says Arline Adeva, Jollibee Philippines Assistant Vice President and Head of Brand PR, Engagement, and Digital Marketing. “We hope this song can be an anthem of hope and celebration, make us proud of our being Filipino, and encourage all of us to be daily heroes for one another.”

The “Pusong Pinoy” music video, directed by internationally acclaimed filmmaker Paolo Villaluna, showcases snapshots of warm hearted, inspiring Filipinos—from selfless healthcare workers battling in the frontlines, random people doing simple acts of kindness, to everyday citizens who lead donation drives to provide food and other necessities to those in need. Indeed, their stories ultimately prove that Pinoys get the most joy out of extending a helping hand to one another, and their fighting spirit never yields, overcoming every challenge that comes their way.

“I saw it as an amazing opportunity to remind Filipinos that we can overcome challenges if and when we help each other,” says Director Paolo Villaluna.

“The film and song were designed and crafted to celebrate our ‘Bayanihan Spirit’ and show how we are able to spread joy and hope to our fellow Filipinos, through every difficult situation we’ve faced. This is made more relevant by featuring real Filipinos in our film that are making a difference for others despite this pandemic,” added Mitzie Lim-Nacianceno, Associate Managing Partner of McCann Worldgroup Philippines.

With Jollibee capturing what it’s like to have ‘Pusong Pinoy’, Filipinos around the globe can definitely be proud of the joyful spirit that allows them to move forward, no matter the obstacles.

Celebrate the joyful heart of Filipinos and watch the #JollibeePusongPinoy video, available on the official Jollibee Philippines Facebook page and Jollibee Studios Youtube channel.


Agency: McCann Worldgroup Philippines
Mitzie Lim Nacianceno – Associate Managing Partner
NJ Mijares – Creative Director
Marlon Borreo – Associate Creative Director
Ming Salcedo – Associate Creative Director
Joms Robles – Account Director
Pau Frayco – Account Manager
Tonee Lacson – Account Manager
Earl Javier – Strategic Planning Director

Partner with adobo Magazine

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