THE INTELLIGENCE
REPORT CARD
How we built a Report Card you just can't ignore
at Jakarta's busiest school, to highlight Indonesia's
ranking in the World Intelligence Rankings for children.
A purpose close to the brand, whose primary value addition
is the Omega 3 & 6 brain boosting nutrients present
in its canned sardines.
TRANSLATED SCRIPT
The film opens at the front gate of an Indonesian school. Its early morning, sometime before school starts.
In a time-lapse we see a truck pull up, from which a giant structure is unloaded and assembled right there.
As it becomes time for the school to start, we see parents slowly filing in to drop their kids and teachers walking in.
They are stunned to see this huge folded structure. The camera zooms out to show that it’s
actually, a giant report card.
Finally the camera focuses to reveal the structure that's caught everyone's attention. It is a giant report card which reads-
World Intelligence Report Card
While curious parents and kids are looking on and clicking pictures.
One of the mums gingerly steps forward and pushes open the report card.
She gasps in surprise. And we see kids, teachers, mums and dads all come forward, see the inside and exclaim.
The camera slowly pans from top to down revealing the names of different countries by rank of intelligence.
Eager mums and kids start looking for Indonesia and they are disappointed.
They frown, look dismayed and worried.
Indonesia is right at the bottom of the rankings. At number 62 with just a few more to number 72.
And the message inside the card reads-
Indonesia’s children rank 62nd out of 72 countries globally, in learning ability.
Source: Programme for International Student Assessment (PISA) 2015 Result in Focus.
This is an adaptation of an original work by the OECD. The opinions expressed and arguments employed in this adaptation are the sole responsibility of the author or authors of the adaptation and should not be reported as representing the official views of the OECD or of its member countries.
Parents and teachers agitatedly discuss what they have discovered.
Cut to reactions amidst this shocked crowd:
Dad: What?!
Mom: Oh! is this true?
Dad: Really!
Teacher: No!
Mom 1: “62nd in the world!! This is so disappointing.... and disturbing!
Mom 2: Maybe we aren't teaching them right... or feeding them right.
A dad says: We send them to school. We send them to tuitions…. What more can we do?
Mom: The children work so hard already…. I wonder what it will take?”
VO+ SUPER: ABC Sardines is on a mission to make Indonesian children the best in the world.
Presenting, The Gift of Intelligence Programme.
Alongside the supers we see visuals of the actual programme being implemented in schools.
A unique learning initiative across 42 schools in Indonesia.
Children look excited as they attempt to sing the songs.
To help children learn smarter, better and faster.
We see them learning from the Gift of Intelligence book, engaging with Omega boy.
The programme has impacted over 5000+ children.
We see the same parents with their children now responding with excitement on learning about the programme.
Mom 1: “This is exactly what was needed. “
Dad: “It’ll be great if more schools adopted this programme.”
Mom 2: “This was long overdue… A smart approach to make our children smarter.”
SUPER:
Join the mission. <link>
To do your bit for your children’s intelligence.
We see the visual of a kid studying from the Gift of Intelligence book, while the mother opens a can of ABC Sardines. As she opens the can we cut to a product window, showing the ABC Sardines can being opened and Omega 3 & 6 molecules coming out of it.
And feed your children ABC Sardines with Omega 3 & 6,
which helps to make them smarter!
Cut to the parent and child reading the Gift of Intelligence book together and enjoying the ABC Sardines.
Sarden ABC. Anak Cerdas. Indonesia Maju!
(ABC Sardines. Smart kid. Indonesia is advancing!)