Rhett Eala and Jollibee: A taste of Pinoy pride
This summer, two proudly Filipino icons come together for a hip and cool display of nationalism. With its successful "I am Young, I am Pinoy, I YUM" campaign for teens, Jollibee teams up with designer Rhett Eala for two limited-edition YUM shirts bearing this now-famous slogan.
Eala is best known for putting Pinoy pride on the fashion limelight by emblazoning the Philippine map on a t-shirt, sparking a hot trend and dozens of copycats. "Perhaps you can say that (my designs) made it more accessible to more Filipinos, pushing it to the mainstream," Eala modestly declares. He also attributes the success of his design to this generation of teens and their growing pride for the country.
"Whenever a trend starts, it's because of the youth. Our youth have become more nationalistic, they have more pride in their country and heritage, and they wanted to show it," he says. And with Jollibee's YUM campaign celebrating the creativity of the youth and their proudly Pinoy attitude, the tie-up with Rhett made perfect sense. "Jollibee asked me to create a young, fresh design. They wanted (to make) their statement on a shirt." And that statement is proudly Pinoy.
The limited-edition Yum t-shirts interpret the Philippine map based on current street fashion trends -- digital art-inspired and rendered in pixels, or quirky and hand-drawn. Each shirt is priced at an affordable P199, for every purchase of any Jollibee burger value meal.
Eala is pleased to work with Jollibee on their latest campaign, noting the brand's affinity with the youth: “With their projects for today’s young generation, Jollibee becomes an even stronger influence on pushing Pinoy excellence to greater heights. It’s something I strongly believe in and I’m very honored to help their campaign in this way,” he adds.
Get the limited-edition YUM t-shirts in selected Jollibee branches nationwide until April 24 or until supplies last.