Smart Prepaid has launched today the much-awaited “Live Smarter, Live with Purpose” campaign headlined by global pop act BTS.
The campaign, which carries a message of encouragement and inspiration for #PearlARMY and all Filipino youth features a 120-second commercial films shot in Seoul at the height of the global lockdown.
It is set to two of the band’s inspirational track “Life Goes On” and the record-breaking hit “Dynamite,” which both debuted at No. 1 on the Billboard Hot 100 charts, with the latter also earning BTS their first nomination at the Grammy Awards.
Both songs provide an appropriate score to the campaign’s timely and encouraging message for #PearlARMY during the Philippines’ most challenging time.
In the 120-second commercial film, BTS members RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook are seen walking up and down seven iterations of The Penrose Stairs, a concept that is symbolic of defying impossible situations.
A total of eight staircases were built exclusively for the film’s shoot. Each one designed to fit the personalities of each BTS member and an eighth set where all seven members were able to walk on.
Within those steps are wise and powerful words that aim to encourage the youth to live their passion with purpose:
Jung Kook’s neon-lit staircase, which appears to be an entrance into a recording studio has the words KEEP INSPIRING, and RM opens a book as he stands on the impossible stairways set with the words KEEP LEARNING written on it.
Jin is in a garden stairway set with the words KEEP CHASING YOUR PASSION, while j-hope is dancing in a dynamic disco set with the words KEEP MOVING.
V is seen at a subway escalator with the words KEEP EXPLORING as SUGA walks along a piano-inspired staircase set with the words KEEP LIVING YOUR PURPOSE, and Jimin is in a building’s fire exit with the words KEEP CONNECTING.
“BTS won over the hearts of millions all over the world not just with their talent, but also with
their messages of hope and inspiration.
“On behalf of Smart Prepaid, we are very honored to have this partnership with BTS that encourages the Filipino youth to keep their faith and continue pursuing their passion and purpose no matter the challenges that lie ahead,” said Jane J. Basas, SVP and Head of Consumer Wireless Business at Smart.
The collaboration between Smart, BTS, and their management company HYBE (formerly known as Big Hit Entertainment) is the first for any Philippine brand.