PHILIPPINES, FEBRUARY 2011 – Jollibee’s latest campaign featuring six Pinoy youth icons – also known as Yumbassadors – showcases the rich pool of talents the country has and encourages today’s generation to pursue their dreams and make a difference.
“We decided to put the spotlight on the Jollibee Yumbassadors. They are the perfect role models for their fellow young Pinoys. They embody the Yum life: they celebrate their individuality and world-class excellence. At the same time, they are just like any other youth who knows how to enjoy a bite of their all-time favorite Yumburger,” shares Albert Cuadrante, Jollibee’s VP for Marketing.
The Jollibee Yumbassadors, featured in the campaign by Publicis JimenezBasic, champion academics, sports, literature, arts and social entrepreneurship. They are Bam Aquino, social entrepreneur and youth leader; Sam Concepcion, multi-talented performer and Children of World Vision ambassador; Reese Fernandez, Rags2Riches co-founder; Francis “Niño” Alcantara, World Top 30 Tennis Player; Carmela Lao, International Math Olympiad medalist; and Miro Capili, three-time Palanca Awardee.
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Yumbassador Bam Aquino encourages business-minded Pinoys through the HaPinoy Store Program, a project he pioneered which aspires to be the leading partners of micro-entrepreneurs. Bam says, “Growing up in this global village has given young Filipinos today the tools and knowledge they need to make a difference. It’s in the youth’s power now to bridge people, organizations and ideas for a greater, synergized good.”
The World Economic Forum Young Global Leader awardee also adds a piece of advice to the youth, “Huwag matakot. If you feel that serving others and helping people leads you to your happiness, then go do it. Only the brave are able to change the world.”
Popular entertainer Sam Concepcion agrees: “To deeply touch others, you have to sing and dance with your heart. Young Pinoys who are truly ted only need to overcome their shyness, let go of their fears and pursue their passion. When you are giving your best, others will be inspired and encouraged by what you do.”
“We are very proud of the positive reception the campaign has generated. Jollibee is a powerful brand that has truly supported the Filipino youth through the years,” says Bebot Ngo, Joint CEO of Publicis JimenezBasic. “Through its langhap-sarap taste and value, Jollibee Yum is the burger of the youth. That’s why when we say ‘I am young, I am proudly Pinoy, I Yum,’ it truly resonates.”
CREDITS:
Agency: Publicis JimenezBasic
Senior Executive Officer: Tats Caluag-Cruz
Account Director: Ias Bernardo
Brand Planner: Cara Soto
Executive Creative Director: Don Sevilla
Copywriter: Paolo Toledo
Art Director: Aiko So
Broadcast Producer: Paul Suarez
