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Jollibee: JolliEverAfter

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Jollibee has launched an interactive storytelling experience #JolliEverAfter that invites the TikTok community in the Philippines to star in their own romantic comedy on the social media platform. The campaign launched on 24th November has garnered over 8 million views in under 48 hours.

The ambitious campaign, created by BBH Singapore, taps into the TikTok challenges format to tell stories. By launching 9 sub-challenges – each representing a crucial moment in a rom-com story arc – the campaign invites anyone to do any challenge to fill in the gaps in the story. The result is an infinite number of possible storylines that span the creators’ own imaginations.

Each challenge invites people to take on the role of one of our two protagonists, to tell that part of the story. Whether it’s the Call Your Crush challenge, that gets TikTokers to confess their crush to someone they like in real life; or the First Date challenge, where they act out their perfect dates – sometimes with the help of Jollibee chicken; or the 10 Years Later challenge, where they break out of the typical rom-com endings to create their own weird and wonderful conclusions to the story.
Credits Other credits

Motion Art Director: Christopher Leow

Front End Developer: Lee Adamson

Head of Delivery: Lesley Chelvan

Operations Director: Eddie Jackson

Business Director: Ross Henderson

Account Director: Victoria Fernandez

Account Manager: Priscilla Lim

Chief Strategy Officer: Jacob Wright

Content Strategist: Faith Huang

Junior Content Strategist: Cheryl Koh

Senior Strategist: Zoe Chen

Agency Producers: Jonathan Gerard, Wendi Chong

Community Manager: Chelsea Auo

Music & Audio Production: Song Zu Singapore

Client: Jollibee

Global Chief Marketing Officer: Francis Flores

Head of Brand Communications: Arline Adeva

Brand Engagement Manager: Cat Triviño

Social Media & Digital Content Officer: Jean Vittorio Sabado

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