AmBisyon Natin 2040 | NEDA
(AMBISYON [AMBITION] + BISYON NATIN [OUR VISION])
VISION STATEMENTS MADE YOUNG.
The National Economic and Development Authority (NEDA) is the government’s economic planning agency arm. Their task is to communicate the long term vision for the country until the year 2040. Problem is, vision statements are boring. Especially for the youth - who will feel the brunt of its effects in the future.
To get their attention, we used the youth’s favorite Filipino lingo - hugot (feels). We visualized the vision statement through a series of illustrated online videos, set in the language of social media.
1 vision. 3 videos. 33 illustrators. 36 animators. 92 illustrations. 2.7M views in 2 weeks. 37M impressions.
FILM 1 - INTRODUCTION
FILM 2 - VISION FOR SELF
FILM 3 - VISION FOR THE COUNTRY
ILLUSTRATED SEGMENT
I visualized the line “a checklist for our actions and decisions” for the Introduction film.
THE MAKING
Young Filipino illustrators volunteered their time and contributed their interpretation of segments from the long term vision. The animators’ job then was to seamlessly blend one art style to the next, no matter how different each one looks.
RECOGNITION
Best in Creative Excellence | Boomerang Awards
Gold, Craft Film Best Art Direction | Kidlat Awards
Gold, Digital Craft | Boomerang Awards
Silver, Craft Film Best Art Direction | Kidlat Awards
Silver, Film Video Craft | Adobo Design Awards Asia
Silver, Love of Country and Respect for National Customs and Tradition | Araw Values Awards
Bronze, Craft Film Best Art Direction | Kidlat Awards
Bronze, Film Advertising | Adobo Design Awards Asia
Bronze, Love of Country and Respect for National Customs and Tradition | Araw Values Awards
Featured | Campaign Brief The Work 2017
CREATIVES
Dentsu Jayme Syfu
CCO: Merlee Jayme | ECD: Gary Amante, Rey Tiempo | Art: Miel Soneja, Pampy Mañalac | Copy: Irish Bautista, Bianca Bonjibod, Alex Lopez