What if storytelling is put at the forefront? And what if product placement and advertising are discarded to satisfy an increasingly discerning audience expecting better content?

That is the premise of Victory Liner’s Know Your North initiative.

#KnowYourNorth is an advocacy to archive the rich culture and traditions of a region. It features storylines that embody the aspirations and essence of its people. The themes are environmental protection, heritage preservation, and cultural elevation.

#KnowYourNorth, the title and series tagline, interweaves a universe of meaningful narratives under a single purpose. Each story’s unique value and message enriches the series. Thus, its collective impact under a shared identity extends well beyond the individual bearing of its parts.

The only requirement is that the setting of each story is Northern Luzon in the Philippines.

The series title is an invitation to learn, to be informed, to dive deeper, and to find purpose. 

Victory Liner is a bus company. The only time Victory Liner appears in the videos is in the closing board to indicate that it is the producer of the series. No bus or facility appears anywhere in the videos.

#KnowYourNorth is recognizable as an advocacy of the company. By focusing on uplifting accounts that deal with humanity, the brand reinforces its relevance beyond its original purpose of transporting people from one place to another.

The value of the brand is in its ability to point the spotlight on narratives that matter. Victory Liner has completed its transformation from advertiser to storyteller.