Brief: To endorse Hoang Sa-Truong Sa Fund created by Nutifood to protect Vietnam’s sovereignty.
Background: At the beginning of 2010, Chinese claimed over two archipelagos which originally belong to Vietnam, Hoang Sa and Truong Sa. This act led to disappointment and anger of the entire Vietnam. Nutifood, whose mission stament is ‘to grow a strong Vietnam’, wanted to show their support and patriotism by creating a fund under the name of those two archipelagos. A part of sales revenue will go to this fund.
Idea: To trigger people’s patriotism, we used an old, very famous song about Vietnam’s sovereignty as our campaign song. It will automatically trigger Vietnamese love and pride for their nation. The lyric is a call-to-action asking everybody to unite and stand up for Vietnam. The poster is a call-to-action featuring Vietnamese children showing their persistent patriotism (placing their hands over their hearts). The propaganda look endorses the message and effectively grabs people’s attention. To remind people of national sovereignty, we designed see-through ambients. They were big, empty billboards and train windows with copy underneath, saying: ‘This blue sky is ours. These mountains and forests are ours.’ (Quote from a Vietnamese famous poem). The scenes may vary but the copy will remain unchanged, just like the sovereignty of Vietnam.
Idea: To trigger people’s patriotism, we used an old, very famous song about Vietnam’s sovereignty as our campaign song. It will automatically trigger Vietnamese love and pride for their nation. The lyric is a call-to-action asking everybody to unite and stand up for Vietnam. The poster is a call-to-action featuring Vietnamese children showing their persistent patriotism (placing their hands over their hearts). The propaganda look endorses the message and effectively grabs people’s attention. To remind people of national sovereignty, we designed see-through ambients. They were big, empty billboards and train windows with copy underneath, saying: ‘This blue sky is ours. These mountains and forests are ours.’ (Quote from a Vietnamese famous poem). The scenes may vary but the copy will remain unchanged, just like the sovereignty of Vietnam.
