While the whole nation rejoiced and celebrated the historic feat of Hidilyn Diaz during the 2020 Tokyo Olympics, not everyone knew of the hardships that she had to overcome to reach her dream of winning the country’s first Olympic Gold medal. Now, her story of “lakas at puso” which made all that possible is immortalized in Jollibee’s latest Kwentong Jollibee, “Ginto”.
The short film chronicles the life-long journey of Hidilyn in typical Kwentong Jollibee fashion – heartwarming, tugs at the heartstrings and filled with life lessons – while aimed at continuing to inspire Filipinos to reach their own dreams.
“We wanted to pay tribute not just to Hidilyn’s victory, but to her strength, heart and resilience, which truly brought joy and uplifted the nation. And we thought it fitting to produce her own Kwentong Jollibee, not just to thank her for her feat but to somehow share her story so that we Filipinos can continue to be inspired by what she has achieved”, said Arline Adeva, Jollibee Philippines Assistant Vice President and Head of Brand PR, Engagement, and Digital Marketing.
“Ginto” is directed by internationally acclaimed and resident Kwentong Jollibee director Pepe Diokno. The latest Kwentong Jollibee film is centered on how Hidilyn has become a champion and a Filipino icon who proved that hard work and grit pays off. “People can expect an inspiring story about dealing with defeat, and winning with perseverance,” he said. Direk Pepe also added that giving hope and providing inspiration was at the core of this latest Kwentong Jollibee film. “I think with the current situation, many Filipinos feel defeated and divided, but Hidilyn’s win gave us strength and brought us together,” he said.
For her part, Hidilyn cherished being part of her own, special Kwentong Jollibee. “Lahat naman tayo kilala ang Kwentong Jollibee. Usually, ito yung tungkol sa love and relationships. Masaya lang ako kasi naipakita dito yung love for sports, love for your dream, and love for your country. Sana naipakita namin yung inspirasyon na maidudulot nung Kwentong Jollibee Ginto,” Hidilyn said.
While Hidilyn’s rise to become a modern-day icon and the country’s pride and joy was well-documented, Jollibee and McCann worked together to creatively tell her story in a way that would make a lasting impact. “Everyone knows her story by now so the challenge was how to shine a new light on her in a way that would inspire and motivate Filipinos who may also be experiencing struggles and challenges,” explained NJ Mijares, Creative Director of McCann Worldgroup Philippines. “With every Kwentong Jollibee we create, we always ask ourselves ‘is this relatable? Will other people feel the same way?’ More so with this one. Because we’re telling a story of a very specific person with a very specific achievement, we tried to tell it in a way that mirrors the dreams, the struggles, and the journey of millions of Filipinos.”
JFC Country Marketing Head and Jollibee PH Marketing Head: Francis Flores
AVP and Head of Brand PR, Engagement and Digital Marketing: Arline Adeva
Senior Brand PR and Communications Manager: Dennis Reyes
Brand PR and Communications Officer: Elise Maog
Agency: McCann Worldgroup Philippines
Associate Managing Partner: Mitzie Lim-Nacianceno
Associate Business Group Director: Joms Robles
Account Manager Chloe Adaraya
Executive Creative Director: Sid Samodio
Creative Director: NJ Mijares
Art Director: Gabby Alcazaren
Strategic Planning Director: Earl Javier