Campaign Spotlight

Campaign Spotlight: Max’s And Petch&Partners Calls for a Different Kind of New Year Resolution in New Film

The New Year has become synonymous to resolutions, which are promises one makes to themselves in hopes of becoming a better person. This 2019, however, Max’s Restaurant encourages everyone to start the year with a different kind of resolution, one that involves opening up one’s heart and mind to Every Kind of Family.

Inspired by real-life people and historical events, Max’s Restaurant’s new video called “Resolutions” starts by showing various conflicts from all around the world, from different walks of life. The conflicts are told in a subtle manner, using symbols and context clues to highlight the tension. It then beautifully transitions to flashing scenes of how these conflicts are resolved, featuring people of different colors, races, values, and beliefs coming together for peace-building and in the name of family. This is what the well-loved brand means with the word “resolutions.”


The film was created by PETCH&PARTNERS, the creative agency who created the ‘Every Kind of Family’ campaign and the first film in this series, ‘End Alienation’ which accumulated a staggering 17million+ combined views across social media.  ‘Resolutions’ is their follow up film and it has already garnered 12million+ combined views.

Says Rachel Villanueva, Head of Creatives for PETCH&PARTNERS:

“Race, religion, sexual preference, political beliefs, economic class, loyalties and opinions. It can unite a family or group. But it can also put them at opposition with other families/groups united by different choices to theirs. Throughout history globally, this has caused war, violence, hated, racism and bigotry. Max’s restaurants not only have stores in the Philippines but also in the USA, Middle East and Canada. So as this is an issue that affects families/groups across the world, we saw this as an opportunity to address it with Max’s customers across the world. Plus, an opportunity to send the world a message of ‘positive change’ at a time when the world was actively thinking about ‘making positive changes’: New Year’s Eve/New Year.”

“’Resolutions’ is not about highlighting what separates us, but putting value to the possibility of forming new relationships even with the most unlikely of people by simply looking beyond differences,” said Paolo Serrano, National Business Unit Head for Max’s Restaurant. “We hope that with this new material, we are able to inspire everyone to reflect, rethink, and rewrite their New Year’s resolutions, leading them to spread positivity, show love and respect to others, and celebrate families, formed whether by blood or by bond, or in this case, by unlikely circumstances.”

If you haven’t seen Max’s Restaurant’s latest video, watch it here on the Max’s Facebook Page.


Campaign Credits:


Chairman/Chief Creative Officer: Andrew Petch

Head of Creatives/Co-founder: Rachel Villanueva

Senior Copywriter: Rachel Villanueva

Art Director: Jereek Espiritu

Client Service Director: Lu Meriguet


Client: Max’s Group Inc.

Chief Executive Officer: Carolyn Trota-Salud

Chief Marketing Officer: Jim T. Fuentebella,

Max’s Group, Inc. Chief Operating Officer: Ariel P. Fermin

National Business Unit Head: Paolo Serrano

Marketing Director: Mark Gamboa

Brand Manager: Jacqueline Peñaranda

Digital Marketing Specialist: Abigail Mary Sha


Film Company: Film Pabrika

Director: Joel Limchoc

2nd Unit Director: Toby Amigo

Executive Producer: Phoebe Nedia

Line Producer: Lei Villena

DOP: Dix Buhay

2nd Unit DOP: Aaron Cabangis / Tristan Salas

AD: Cris Pasturan

2nd Unit AD: Christine Blando / Kevin Thompson

Production Designer: Adelina Leung

Talent Caster: Enrique Munchua

Production Head: Liza Apuyan

Production Manager: Dave Lacap

Location Manager: Aldo Directo

Production Assistants: Sheinna Melaño / Gaila Pamintuan

2nd Unit Production Staff: Joy Orio / Christopher Manzano

Makeup Artist: Face One

Propsman: Darius Espinosa

Offline Editor: Jay Halili

Colorist: Aurie Anden

Online / CG: Riot

Hit Productions – Soundtrack

Arnold Buena – Music Arranger

Bogs Hugo – Sound Engineer

Producers Collective: Just Add Water

Producers: Jem Lim, Babes Reyes, Robert Sena


About Max’s Restaurant

Max’s Restaurant started in 1945, thanks to a man named Maximo Gimenez who decided to open up his home and together with his niece, Ruby serve what many love and know today as Max’s Fried Chicken. Over the years, Max’s Restaurant’s popularity grew and it became known as “the house that fried chicken built.” Also dubbed as “the house that fried chicken built,” the 2018 People’s Choice Award winner for Favorite Classic Restaurant has strongly established itself a household name in the Philippines, an institution, and a proud Filipino tradition.


About Max’s Group Inc.

Max’s Group, Inc. (PSE: MAXS) traces its heritage to the beginning of Max’s Restaurant in 1945. Today, Max’s Group is the largest operator in the Philippine casual dining segment. Its family of brands include Max’s Restaurant, Pancake House, Yellow Cab Pizza, Krispy Kreme, Jamba Juice, Max’s Corner Bakery, Teriyaki Boy, Dencio’s, Meranti, Sizzlin’ Steak, Maple, and Kabisera.

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