New York’s Times Square is packed with eye-catching digital billboards from international brands marketing luxury products. So an OOH campaign to mark the opening of Jollibee Foods Corporation’s new flagship restaurant in Times Square felt like a natural move—but also one that plays on the visual clutter by tempting its billboard models with a bucket of fried chicken.
“The opening of Jollibee’s Times Square flagship store in New York City is monumental,” Jollibee svp for North America marketing Luis Velasco said in a statement. “Not only does it draw a colossal number of tourists and visitors alike, it aligns with our vision to become one of the top five restaurant companies in the world, serving great tasting food and bringing the joy of eating to everyone.”
Developed by the brand’s creative agency of record David&Goliath, the two massive billboards will run through Oct. 16. One appears to be advertising a watch with the tagline “Taste Is Timeless,” while the other promotes a perfume as “The Scent of Yearning.” In both cases, the models spot the Jollibee ads below them and reach out to grab a drumstick to snack on.
The displays then shift to plug the new location—right across the street from the billboards—while noting that food news website Eater named Jollibee the best chain fried chicken.
“People converge on Times Square from all over the world for the energy, the attractions and, let’s face it, the glitzy bigger-than-life outdoor boards that have become symbols of success for top global brands,” David&Goliath ecd Josh Miller said in a statement.
“We thought, ‘What if our Jollibee OOH looks so delicious, it entices models from adjacent eye-catching fashion ads to reach off their boards and onto ours, to grab a piece of Chickenjoy?’ Jollibee is all about spreading joy through great tasting food.”
CREDITS
Agency: David&Goliath, LA
Founder & Creative Chairman: David Angelo
Chief Creative Director: Ben Purcell
Chief of Social Impact: Blake Winfree
Executive Creative Director: Josh Miller
Creative Director (Copy): Jason Miller
Creative Director (Art): Rory Odani
Strategy Director: Kaveri Gautam
Strategist: Karl Blevins
Comms Strategy Director: Emily Delangue
Director of Business Affairs: Quynh-An Phan
Senior Business Affairs Manager: Shay Davis
Business Affairs Manager: Lupe Ramos
Managing Director, Broadcast Production: Paul Albanese
Executive Producer: Rob Sondik
Director of Project Management: Amy Chiang
Jr. Project Manager: Crystal Partida
Managing Director: Robin Osborne
Account Director: Pat Ryan
Assistant Account Executive: Matt Arias
Production Company: Spinach
Executive Producer: Adam Bright
Executive Producer: Jonathan Carpio
Director: Josh Miller
Director of Photography: Pat Notaro
Line Producer: Chris Fox
Editorial House: Spinach
Managing Director: Adam Bright
Executive Producer: Jonathan Carpio
Post Producer: Summer Moore
Editor: Sarah Iben
Assistant Editor: Mike Benecke
Visual Effects: Spinach
Executive Producer: Adam Bright
Executive Producer: Jonathan Carpio
Flame Lead: Christopher Moore
Visual Effects Producer: Ian Dawson
Visual Effects: The Mission
Managing Director: Michael Pardee
Executive Producer: Jessica Locke
VFX Supervisor: Gizmo Rivera
Head of Production: Ryan Meredith
