Consumer Insight: Truth: I want to be successful in life. That ultimate kind of success, fulfilment, contentment.

Motivation: Tension: I dont feel the urgency to go out there and find a job. Being a student of UP, the pre-established beliefs I do not realize that this is it. We are all dreamers. I am a student of UP, and I have worked a long time. I work hard in school, I join orgs, I exert effort in building my resume. Why am I doing all of these? Bring it back to the question: Para saan ba ang lahat ng ito? Bringing it back to the story of a UP Student. Big Idea: Campaign Idea: Its Time.