TNT

Nasa Saya ‘Yan

We are only young once. So we need to enjoy this unique but fleeting time in our lives to boldly take on opportunities and put ourselves out there alongside our tribes, armed with boundless enthusiasm to face the next big adventure. COVID-19 sadly dimmed this flame for this young market, indefinitely disrupting them in the middle of what should be the prime of their lives. Their long-awaited milestones such as college graduation and first job interviews, which were replaced with anticlimactic occasions — seemingly just passed them by as they stayed cooped up at home, isolated and deprived of the journey of what could have been. TNT set out to position itself as the Amplifier of Positivity for the young generation, cheering them up and emboldening them to keep moving forward in spite of the circumstances. With TNT’s innovative products and solutions, they were equipped with affordable and accessible sources of happiness; helping them win against life’s daily challenges and empowering them to keep striving for their dreams, reminding them that all can be conquered as long as they come from a place of joy.

Nasa Saya ‘Yan

We are only young once. So we need to enjoy this unique but fleeting time in our lives to boldly take on opportunities and put ourselves out there alongside our tribes, armed with boundless enthusiasm to face the next big adventure.

COVID-19 sadly dimmed this flame for this young market, indefinitely disrupting them in the middle of what should be the prime of their lives. Their long-awaited milestones such as college graduation and first job interviews, which were replaced with anticlimactic occasions — seemingly just passed them by as they stayed cooped up at home, isolated and deprived of the journey of what could have been.

TNT set out to position itself as the Amplifier of Positivity for the young generation, cheering them up and emboldening them to keep moving forward in spite of the circumstances. With TNT’s innovative products and solutions, they were equipped with affordable and accessible sources of happiness; helping them win against life’s daily challenges and empowering them to keep striving for their dreams, reminding them that all can be conquered as long as they come from a place of joy.

TNT set out to position itself as the Amplifier of Positivity for the young generation, cheering them up and emboldening them to keep moving forward in spite of the circumstances.

This inspired TNT’s thematic campaign “Nasa Saya ‘Yan”, translated as “It is in happiness.” This is a word play of a Filipino saying “Nasa sayo ‘yan”, which means the way we handle situations is ultimately up to us. As a whole, this campaign communicates to youth that navigating life and overcoming its roadblocks can be done by using happiness as our weapon. It meant to inspire the mindset that happiness is in our hands, and that we can steer our lives with it. It reminds the youth that happiness depends on how we see things, and that having a positive mindset can change how one feels.

The centerpiece of this campaign was an online music video featuring Asia’s Pop Princess Sarah Geronimo, singer-actress and role model for young Filipinos. Inspired by actual content posted by Filipino teens on social media, the video showcases different realities that the youth have found themselves in during lockdown. The song lyrics, fun choreography, and inspiring narrative show how resilient teens actively chose to transform negativity into something fun, light, and enjoyable with a little help from TNT.