01 / INDUCING CRAVING YEAR-ON-YEAR

MANG INASAL

IDEATION, COPYWRITING, CREATIVE DIRECTION

3 YEARS OF THE SAME BRIEF

Working with a brand's extremely strict brand guidelines while creating something deliciously new every time.

01/ THE CHALLENGE

Mang Inasal is one of the fastest growing brands of fast food giant Jollibee Foods Inc achieving double-digit growth year-on-year. We needed to ensure and maintain the growth through persistent advertising. The challenge is the message and even the format of each TVC needed to stay the same, but the creative needed to innovate.

02/ THE INSIGHT

Mang Inasal IS Filipino pop culture.

THE IDEA

SET THE TREND. MAKE EVERY TVC UNIQUE, CATCHY, AND DISTINCTLY FILIPINO.

01 / INDUCING CRAVING YEAR-ON-YEAR

MANG INASAL

3 YEARS OF THE SAME BRIEF

Working with a brand's extremely strict brand guidelines while creating something deliciously new every time.

01/ THE CHALLENGE

Mang Inasal is one of the fastest growing brands of fast food giant Jollibee Foods Inc achieving double-digit growth year-on-year. We needed to ensure and maintain the growth through persistent advertising. The challenge is the message and even the format of each TVC needed to stay the same, but the creative needed to innovate.

02/ THE INSIGHT

Mang Inasal IS Filipino pop culture.

THE IDEA

SET THE TREND. MAKE EVERY TVC UNIQUE, CATCHY, AND DISTINCTLY FILIPINO.

Mang Inasal's brand guidelines for product KVs and TV commercials were highly restrictive. The format required us to present the product in a very specific way and structure our video materials with the same start, middle, and end. This was an exercise on how creative we could get. 3 years. 9 TVCs. With hundreds of concepts. Creative stamina was the name of the game.

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