BTS x SMART: A New Exciting Video, Mobile Lightsticks Are Here
BTS (Bangtan Sonyeondan; Beyond the Scene in English) have been breaking glass ceilings almost every single day. Debuted in 2013, the group composed of RM, Jin, Suga, J-Hope, Jimin, V, and Jungkook, began as passionate trainees under the label Big Hit Entertainment (now known as HYBE Corporation) but have steadily evolved into unparalleled global icons.
Of the campaign titled Live Your Passion with Purpose, Smart President and CEO, Alfredo S Panlilio had this to say, “As the leading digital services provider in these crucial times, we at Smart are committed more than ever to make it simple and easy for Filipinos to go all out on their passions and fulfil their purpose... we want to inspire the youth and create a better world for them".
During a press conference earlier this afternoon, when asked about the intersection between the two brands, Smart executives related that BTS represented [stellar] teamwork, hard work, [they create] meaningful connections, [and are] passionate at what they do, all of which Smart also values.
The virtual event earmarks the launch of the long-awaited video starring the septet. Shot in Seoul, it showcases the members singing to their hits Life Goes On and Grammy-nominated song, Dynamite. Not surprisingly, the group shines as they breeze around yet another stunning set.
According to Smart executives, the shoot for the video and campaign collaterals took almost 10 hours and despite the long schedule, the members remained exemplary professionals, easily adjusting even to last-minute changes in production. This tidbit may not be surprising to fans as the band has been known for being one of the most hardworking groups in the business.
Besides the exciting commercial, Smart is also launching a microsite for the campaign and an innovative mobile lightstick feature (which will allow Armys to enjoy their music videos as they would at a live concert).
The members also shared a few messages for their fans. The oldest member, Jin, said, “Smart decisions have always been important to us and seem to have produced good results for us. I will encourage you [to live smarter and purposeful] so you can only walk the path of happiness.”
Related: Dynamite Reaches 1B Views
V echoes a similar sentiment, encouraging the youth to keep soldiering on even when things become difficult. “No matter how many times you fall, don’t give up and challenge yourself to break [big walls] in your life.”
The Passion With Purpose campaign underscores the value of staying connected. BTS, as many know, have always been very in touch with their fanbase, hosting regular live streams and sharing comments and posts on the HYBE-run platform, Weverse. “We know very well that you are always sending us messages through social media, uploading videos that cover our songs and dances, and participating in challenges,” said Jimin.
In a message for Filipino fans, Suga shared that he's been watching a lot of Pro Filipino Basketball and has been admiring their passion for the sport. J-Hope also mentioned that he's a big fan of Filipino food and considers the Philippines a must-visit country. All in all, the group noted that they are excited to return to the stage and meet their fans once more.
Till then, group leader RM alluded to their song Spring Day, “It’s been a while since we met with Army and everyone in the Philippines. Let’s meet soon after this long winter is over. [We] miss you a lot.” The youngest member, Jungkook, added, “[We'll] be rooting for you. Please stay healthy.”
As fans wait with bated breath for more releases from the campaign (which includes photocards!), the Smart x BTS Passion With Purpose campaign proves to be a strong partnership through its heartfelt message and innovative products.