The meaning behind my name,
THEReason
Voice over script
Campaign Concept:
“The meaning behind the name” is a campaign that introduces the brand “the reason” by telling the story of the main character. The campaign aims to convey the message that the brand name reflects the inner connection between perseverance, achievement, and talent, as well as the struggle with self-doubt and fear of not fulfilling one’s potential and high standards.
The conflict:
To show the main character's internal doubt, we used the sentence "I’ve always looked at myself in the mirror and wonder if I will ever be happy." to express his feelings and fears about the future.
The scene depicts the main character sitting with his back to his city, which he
does not look at or explore, indicating his confusion and insignificance in a big world.
In the next scene, the main character asks himself “Will I cherish this moment someday, or will it fade away like the others?” This rhetorical question reveals his doubt and insecurity about his future. He wonders if he will achieve his dreams and look back at this moment of weakness as a beautiful memory, or if his life will remain unchanged and full of disappointment.
The scene shows him making a positive 
and energetic gesture, but then ending up frustrated, reflecting his occasional thoughts of failure and despair.
The scenes show the main character roaming around his hometown, and he tells a story about his roots in this city, which can be 
both a barrier and a motivator for his dreams.
Character Growth:
At the end, the main character will have a breakthrough moment, where he will realize what his true calling is, his “the
reason”. He will stop for a while and think about his journey, his struggles, and his dreams. He will feel a surge of confidence and excitement, and he will decide to follow his heart and embrace his talent for music. Music will become his reason for living, his source of happiness and fulfillment, and his way of expressing himself and connecting with others. He 
will leave behind his doubts and fears, and he will embark on a new adventure towards the world of music, where he will find his purpose and passion.
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Use of psychological phenomena
The campaign has used some psychological phenomena have been used strategically to connect with the audience on a deeper emotional level and amplify the impact of the campaign.
Echo of Thoughts/Mind Echo:
By carefully selecting voice over and melody that accurately describe and evoke emotions, the campaign creates an "echo of thoughts" within the minds of the audience. When audience find expressions that resonates with their emotions and experiences, they feel a sense of understanding and validation. This connection deepens their emotional engagement with the campaign and establishes a bond between the brand and the audience.
The main character creates a psychological bond with the audience by sharing his sad experiences that they can relate to. People naturally feel closer to someone who can understand and empathize with their thoughts, feelings, wounds, and sorrows. This makes them feel seen and heard, because they know that someone else has experienced a similar emotional state. This also boosts their self-confidence, because they realize that they are not alone in their weakness, but that there are others who are facing the same situation, which gives them a sense of psychological security.
Emotional Contagion/Emotional Mirroring:
The campaign leverages emotional contagion and emotional mirroring to create a strong emotional connection with the audience. By authentically expressing genuine emotions and experiences, the artist triggers a similar emotional response in the listeners. This emotional mirroring fosters empathy and understanding, leading to increased emotional engagement and receptivity to the campaign's message.
Colors:
This campaign, “The meaning behind the name”, is the first of a series of campaigns that aim to enhance the communication and interaction between the brand “the reason” and the audience, and to create a positive association with the brand.