LAUGH THE GRUDGE AWAY
THE CHALLENGE
Mirinda has been offering laughter for 03 consecutive Tets.
However, laughter - a vital yet obvious part of Tet - is taken for granted
and lacks the command over Vietnamese attention in Tet cluster.
and lacks the command over Vietnamese attention in Tet cluster.
How to make laughter stand out in Tet?
CULTURAL INSIGHT
In Tet, all Vietnamese are ruled by one cultural belief:
a new year must be kicked off full of laughter for a joyful year ahead,
regardless of all grudges in the previous year.
CREATIVE STRATEGY
_Handpick the most real and relevant conflicts to give laughter the context to shine
_Use satirical humor in storytelling to trivialize the grudges, making it easier for everyone to laugh away
_Create wrap-around social contents to launch MV impactfully
_Strategically establish 'Laugh The Grudge Away' as an platform idea, to be continued year upon year
VIRAL MUSIC VIDEO
CASE VIDEO
AWARDS
Gold / Mobile Video / MMA Smarties Awards 2019
Gold / Best Story-telling / Youtube Work 2019 Tet Edition
Gold / Best Collaboration / Youtube Work 2019 Tet Edition
No. 1 / Digital Tet Ads / Kantar MilwardBrown Tet Ad Rankings 2019
Global Silver / Mobile Video / MMA Global Smarties Awards 2019
APAC Silver / Mobile Video / MMA APAC Smarties Awards 2019
APAC Silver / Mobile Social / MMA APAC Smarties Awards 2019
APAC Silver / Best Use of Broadcast Video / PR Asia Awards 2019
APAC Silver / Best Brand Development Campaign of the Year / PR Asia Awards 2019
CREDITS
Creative Director: Mai Le
Creative Manager: An Nguyen
Art Director: Huy IO
Account Manager: Hieu Bui
Account Executive: Ai Trang
