The Campaign

Situation The National Economic and Development Authority (NEDA) is the government agency responsible for gathering data on the Philippine economy. For the last 30 years, it has recorded data, solid evidence that the Philippine economy is one of the fastest growing economies in the world. It’s information that has eluded the common Filipino who has remained skeptical about the country’s future. The Challenge How to cascade intimidating and seemingly impenetrable barrage of numbers to the common Filipino? To make it easier for that man on the street to understand that the Philippine economy is, indeed, something to be proud of. The Creative Idea The upwards trend of the Philippine economy inspires confidence in the future, literally something for the Filipino to sing about.

Creative Execution

Data gathering Gathering data was not the least bit challenging. Voluminous pages of graphs, charts, numbers given by NEDA were sifted through for the most relevant data. Data Insights The Philippines’ GDP graphs best told the story of Philippine economic growth. We discovered that the percentage value consistently fell between 0 to 8 each year. Meanwhile, we looked at how music dominates the lives of Filipinos. Filipino musicians could be found performing anywhere in the world, from hotel lobbies to cruise ships to the biggest stages. Innovation GDP data = musical notes! Using the Filipinos’ affinity for music, we found a way to transform data into sound—The Sounds of Progress! Methods & Process LoudBox Studios interpolated the GDP graphs into the musical scale: values were assigned to Do, Re, Mi, Fa, Sol, La, Ti, and Do. Thus transposed, the notes themselves became the melodies, bass and chorus lines. These were grouped into verses, pre-choruses and the chorus to compose the full song. The lyrics told the inspiring story of Philippine economic growth. The icing on top, our own Thyro Alfaro, one of the hottest Filipino pop stars, performed the song. Scale & Touch Points The song was released online and treated as a pop song, not a commercial jingle. It was accompanied by a behind-the-scenes music video and, not to forget, a videoke. Brand Relevance and Impact The NEDA was able to clearly communicate its objectives well, and accomplished what it sought out to do. The song not only spawned a legion of Filipino followers, all singing to its catchy tune, but also inspired a dance routine! A video featured NEDA workers across the nation all united in the song of inspiration and growth, dancing to the same dance steps, a big step into a positive future for this country.