Vietnam Young Lions In Action 2022
Proposed by Loan Vu & Linh Nguyen
Empowered working mothers can choose a fulfilling life without competing with their husbands. Men can show love by sharing household chores with women, using #ShareTheLoad.
A new campaign for Ariel, which includes a film, is to establish the brand’s promise to Vietnamese working women.
BIG IDEA: LAYERED CLOTHES ~ “CHỒNG” NGƯỜI
Clothes are like invisible burdens.
Brand Strategy: A soft tongue can break hard bones.
What if taking women’s softness and tenderness stimulates men’s masculinity?
Phase 1: Mass Awareness
We created a film in which a woman can speak from heart to her partner genuinely with the desire for the man can express their sympathy.
A film proposed
Phase 2: Engagement
Challenge with clothes: Famous couples are invited to a reality show like Running Man Vietnam combined with social media, and PR to increase influence.
Stage 1: Put on more clothes to music
Couples will run around in a circle with music. When the music plays, they have to play; when the music stops, they have to stop. Within 5 minutes, each team has to sum up the number of clothes worn.
Couples will run around in a circle with music. When the music plays, they have to play; when the music stops, they have to stop. Within 5 minutes, each team has to sum up the number of clothes worn.
Stage 2: Crossing the swamp together
Couples will run together through the swamp without falling to avoid getting their clothes dirty.
Couples will run together through the swamp without falling to avoid getting their clothes dirty.
Stage 3: Keep your clothes as white as when you were in love
Everyone will participate in the laundry process with Ariel, sharing housework.
Everyone will participate in the laundry process with Ariel, sharing housework.
Phase 3: Amplify
A competition on social media for couples about how they share housework to maintain pure love between husband and wife
The winner will receive a gift from Ariel.
The winner will receive a gift from Ariel.
Combining Social media, PR with the message Share the Load
