The technology brand TECNO recently launched its brand campaign titled “Don’t Stop Rising” in the Philippines, featuring a new brand manifesto video called “Never Not Ready”. TECNO’s initiative aims to spotlight the ambition and determination of young Filipinos in carving their own paths and seizing opportunities. This campaign acts as a rallying call, encouraging youth across the nation to seize every moment, define their journey, and continuously strive to reach their fullest potential.
In collaboration with TECNO, MRM China from McCann Worldgroup China designed and delivered the campaign. With a captivating and innovative music manifesto titled “Never Not Ready”, the campaign transcends the conventions of traditional brand films, capturing the essence of the brand’s ethos.
As per the campaign’s narrative, the video embodies the essence of today’s Filipino youth—they don’t wait for the ideal moment to be ready; instead, they grasp the chance to ascend: A fashion enthusiast discovers innovative ways to express themselves on social media using just the light from a CD; a gaming enthusiast seizes every chance to level up their gaming skills, even during a coffee break; a passerby swiftly grabs a basketball at their feet, shoots, and scores; while a dancer spontaneously choreographs and crafts compelling TikTok content, anytime and anywhere.
“We deeply understand Filipino consumers, which is why TECNO is initiating this exciting campaign after TECNO’s rise in Philippines in recent years,” said TECNO’s Chief Brand Officer, Lucia Liu.
“Today we are not just launching a marketing campaign but creating something that deeply resonates with the essence of Filipinos, establishing an emotional connection with them and giving them a strong voice-out about their inspiring ‘Never Not Ready’ attitude to life.”
The campaign notes that in its position at the forefront of business and innovation in the Asia-Pacific region, the Philippines is experiencing rapid economic growth. Simultaneously, the youth in the Philippines are rising to keep pace with the nation’s development, including pursuing higher education to meet global standards.
“The rising spirit of young Filipinos is to create their own opportunities in life instead of waiting for the perfect chance to find them, This spirit is seamlessly reflected in the daily lives of the local youth – always prepared to seize opportunities, showcasing unlimited potential and creativity.” said a release.
The stories in the manifesto video are all drawn from the real-life experiences of Filipino youth. Take starring influencer Kush Obusan and CJ Villafuerte’s journeys as examples. Back in her university days, Cush was already active in the fashion industry as a fashion photographer. While her peers were still on campus, preparing for future careers, Cush was ready to pursue her dream. Now, she has become an influential voice in fashion for Gen Z on social media.
CJ’s story is equally compelling. His passion and talent for gaming propelled him into the gaming livestream industry, laying the foundation for his subsequent success. Today, he not only livestreams games but also manages ventures in property leasing, restaurants, and skincare. In his words, “In every battle I face in a game, I see it as an opportunity to strive for victory and to rise for a better self, just as I face every day in my life. I am ‘Never Not Ready’ for the daily challenges we encounter.”
“We are very excited to help TECNO launch its brand-new manifesto in the Philippines and hope the campaign can strike a chord with Filipino people and engage more consumers. It demonstrates the brand’s genuine commitment to grow with their consumers. As their strategic creative partner, we are delighted to help TECNO create this meaningful connection,” said Jo Liu, Deputy General Manager of MRM China.
