In celebration of the Philippines’ 124th Independence Day, the country’s number one fast-food chain, Jollibee, sparked hope and #JOYngPinoy through the youth with a new campaign music video featuring a rendition of the OPM classic “Awit ng Kabataan.”
“We celebrate this year’s Philippine Independence Day by looking toward the future of our country and amplifying their voices,” said Arline Adeva, Jollibee Philippines’ Assistant Vice President and Head of Brand PR, Engagement, and Digital Marketing. “In our Joy ng Pinoy video, we want to show how the Filipino youth express their love for country – by using their skills to help their communities, being proud of their world-class talents, or by simply sharing a meal with their loved ones and making the people around them smile with their youthful spirit.“
Teen star Francine Diaz, as well as rising artists Adie and Alex Bruce headline the music video as they represent the voices of today’s youth and encourage every Filipino to proclaim why they are proud to be Pinoy. In less than a week, the video gained over 20 million combined views on Facebook and YouTube.
“Despite it being released even before I was born, this song’s message of hope is definitely something I can relate to and it plays an important role in shaping society,” Alex said.
For Francine, the song is all about loving being Filipino. “[The song calls on all of us] na bumalik ang pagmamahal nila sa pagiging Pinoy at maging proud sila na Pinoy ako! Pinoy tayo!”
Being part of Jollibee’s Independence Day campaign, Francine feels proud that she was able to use her voice to remind everyone–especially her peers in this new generation–that it’s important to love the Philippines and embrace being Filipinos. “Sobrang nakakatuwa at nakakataba ng puso na masali ako sa special project na ‘to ng Jollibee. Pag nagche-check po ako ng social media ko, nakikita ko na ganitong [karaming tao] na pala yung naaabot ko, hanggang dito pala kilala nila ako. Ito yung right time to use my voice in the right way,” she said.
Adie also shares the same sentiment. “Honestly, I’m so proud na kasama ako sa project na ito–especially because the music video sends a message for every Filipino to appreciate our country and share our joy of being Filipinos through art, community service, and our culture,” he said.
With Jollibee amplifying the voices of this generation and allowing them to express themselves through its latest campaign, the brand hopes that more of the youth will be inspired to express what “Joy ng Pinoy” means to them.
Watch Jollibee’s latest Independence Day video, “Joy ng Pinoy!”, on Jollibee’s official Facebook page and on Jollibee Studios’ YouTube channel, and join the conversation online by using the hashtag #JOYngPinoy.