In the Philippines, there’s a thing called “Petsa De Peligro” the final days before payday where people have almost nothing in their wallets till payday.

Publicis JimenezBasic helped Jollibee come up with a “working dude” with bizarre survival tactics chronicled on the Jollibee Facebook page, showing how he survived with Jollisavers Budget Meals.

Every Petsa De Peligro, the dude came to life online in real time, trendjacking international events like the Miss Universe Pageant, the Coldplay concert in the Philippines and a Hollywood Blockbuster film.