Victory is Voice-Activated

Victory is Voice-Activated | Bactidol

visualizing and unifying a nation’s cheer for victory.

Bactidol, a local sore throat solution brand, is all about keeping voices strong. So for the 2019 SEA Games, hosted by the Philippines, we wanted to encourage Filipinos to cheer for Filipino athletes - no matter where they are in the country.

We created and designed unique cheers for Filipino athletes - each cheer featuring a sport. And for the final cheer, we united voices from Filipinos who can’t be at the events and turned them into one powerful national victory cry.

CASE FILM

PROCESS

After recording the three initial cheers, we extracted each soundwave and turned them into illustrations.

DESIGN

The designs were inspired by signifiers of an athlete’s movement, such as the dust cloud from a runner, the water ripples from a swimmer, and the slopes a skateboarder ollies over.

THE CHEERS

The unique cheers were shared on Bactidol’s social media pages during the 2019 SEA Games opening ceremony.

(Philippines, Fight!)
Runner

Swimmer

(Win, Filipinos!)
Skateboarder

DIGITAL ACTIVATION

We didn’t want to stop cheering for our athletes and wanted to empower them up until the end. So one last time, we asked the help of the nation to lend their voices for a 1,115-strong cheer for each of the 1,115 Filipino athletes. Their cheer recordings were sent online and merged into one powerful national cheer.

THE FINAL CHEER (PHILIPPINES, UNITE!)

This was published online as the Philippines won a record-breaking 149 gold medals and overall championship at the 2019 SEA Games.

RECOGNITION

Gold, Tech Innovation | Boomerang Awards
Best Digital Activation | Johnson & Johnson Ripple Awards
Finalist, Design | Ad Stars
Featured | Campaign Brief The Work 2022

CREATIVES