After pioneering the Philippines’ unlimited Korean BBQ grill format 13 years ago, Samgyupsalamat Unlimited K-BBQ is marking a major milestone by launching its first major national campaign. The iconic restaurant chain tapped Filipino indie agency GIGIL to create a film series that thanks the nation for its continued patronage of Samgyupsalamat.
Created with Marius Talampas of Arcade Film Factory (Campaign Brief Asia’s THE WORK APAC Production Company of the Year 2025), the series shows just how far Filipinos will go to outdo each other with thanks in the most unexpected places. The tone blends humor and heartfelt gratitude, celebrating not only this national habit but also the loyal customers who have fueled Samgyupsalamat’s growth since day one.
The campaign, centered on a film series that has since accumulated 59.7M views, takes inspiration from a uniquely Filipino habit which they’ve called “endless gratefulness.”
In the Philippines, when someone says “thank you,” Filipinos don’t just smile and say “you’re welcome” — they thank you right back, sometimes even more emphatically, turning it into a friendly tug-of-war of politeness. Samgyupsalamat, whose very name means “Thank you for having Samgyeopsal,” leans into this cultural quirk with its latest campaign: “Unli-Salamat,” or Unlimited Thanks in Filipino.
“For 13 years, Filipinos have been unli-supportive, so we’re giving them unli-salamat — unlimited thank-yous — back,” says Hilarie Julio, Chief Executive Officer of Samgyupsalamat.
CREDITS
Client: Samgyupsalamat Unlimited Korean BBQ Chain
Chief Executive Officer: Hilarie Julio
Chief Operating Officer: Boni Ang
Chief Growth Officer: Dexter Julio
Creative Agency: GIGIL
Creative Partners: Herbert Hernandez, Badong Abesamis
Creative Director: Jeano Cruz
Associate Creative Director: Saeid Mohamed Saleh
Copywriter: Sam Mateo, Alexio Tabafunda
Art Director: Rio Estrellado, Joaquin Diaz
Head of Art: Ronchris Cosme
Copy Intern: Chel Wage, Elez Catubig
Art Intern: Francez Go, Ed Estoya
Managing Partner: Jake Yrastorza
Group Account Director: Bev Lubid
Account Director: Yosh Kikkawa
Account Supervisor: Yza De Mesa, Kimberly M. Francia
Account Manager: Marcus Gonzales, Ralph Samson
Strategic Planning Director: Nanais Hernandez
Strategic Intern: Gabriel Suniga
Media Agency: NAKS!
Media Director: Margie Flores Husmalaga
Media – Lead Buyer: Patricia Jayne Sy
Media Associate: Maureen Allyson Tan
Production: ARCADE FILM FACTORY
Director: Marius Talampas
Producer: Sasa Abella, Denise Elizon
Executive Producer: Paula Collado
Line Producer: Mara Bernaldo
Production Manager: Kristine Aguilar
Director of Photography: Zach Sycip
Assistant Director: James William Sales
Production Designer: Whammy Alcazaren
Caster: Carlos Lapira, Eliza Madin
Staff: Daryl Caca, Kat Quirimit, Khaye Paje
MUA: Dianne Del Mundo, Peachy Villaflor
Propsman: Glenn Manuel
Gaffer: Benjie De Vera
Keygrip: Marvin Cadua
Camera Operators: Walter Bolaños, Bernard Aringo
Offline Editor: Alvin Chan
Grading: Barebones
Online Editor: Neil Mendoza
Audio House: HIT PRODUCTIONS
Audio Engineer: Vener Ariston
