For their 60th Anniversary Video, JRS Express worked with Arsenal to showcase their brand’s impact for the past six decades.

That all boils down to one thing—the JRS box. Throughout hardships and crises, the one thing that remained constant is the brand’s values represented by this carton box.

Thus, we arrived with the line: “Para sa amin, ang kahon ay hindi lang kahon.” (For us, a box isn’t just a box.)

JRS Express’ 60th anniversary video.

As part of the campaign, the anniversary video featured multiple stories, each reflecting on how JRS has aided Filipinos throughout the years.

Agency: Arsenal
Brand: JRS Express
Role: Copy, Concept
Year: 2020