Gamechanger – Joseph Francis ‘Jobi’ Bihag
Ford, Kit-Kat, Coca-Cola, Virgin Atlantic, the list goes on. Seasoned advertising professional Jobi Bihag has been the powerhouse behind creative campaigns for these brands, and has led several teams throughout his career at respected advertising Y&R, Intermarkets, Labstore, and most recently, Almost Impossible. Jobi’s work has been recognized at the London International Advertising Awards, Cannes Lions, New York Festivals, Webby Awards, as well as Dubai Lynx – where he and his team at Y&R Dubai won Agency of the Year three consecutive times.
One of Jobi’s career highlights is heading two campaigns for Coca Cola that directly benefited the lives of Filipinos across the emirates. The brand’s ‘Wish upon a Coke’ and ‘Taking Home Happiness’ initiatives helped bridge the gap between Pinoys, as well as other nationalities, and their home country by providing prizes like flight tickets and phones – to stay in contact with their families abroad – for every drink purchased.
Beyond the achievements, Jobi has found purpose in using advertising to purvey social good. He says, “I think we all need to use our God-given talents to improve another person’s life, Filipino or otherwise. Pay it forward, no matter how insignificant you think your contribution might be. Every effort counts. With so much apathy in the world and around us, we all need to do our part.”