When Jollibee, Philippines' number 1 fast-food chain, phased out its CHAMP burger, fans flooded social media with their outpouring of love.

So when the brand decided to bring CHAMP back, they took inspiration from the people who inspired it's comeback" Champ's loyal fans.

They turned their fans into rockstars. And their tweets into lyrics. Stitched together to create an anthem for CHAMP's return. Launched in a film, played by real fans.

Then, they put fans at the center of social, turning their comments into content.

Most importantly, fans were celebrated as the brand's influencers, real people with real influence.