How to address
inequality at SEA Games?
The brief was very simple - showcase MILO's POV with the SEA (South East Asia) Games as a context. Being the biggest sport event in South East Asia, there is a certain inequality within SEA Games, which was a great finding from our planning team, and it was true, a quick search on Google Image with the keywords: Vietnam Vo Dich and you'll meet with hundreds of images of our football team, mostly men team, then a few pictures of the women team, then one of another sport.
Then, my Art Director - Tao - brought up a thought that to me was an awakening moment, his words: MILO has been talking about equal in sport, but has MILO shown equality on its packaging? News flash, MILO has not.
He then had the balls to remove the talent and the sport from the packaging, "There, if its empty, its equal." My commence on how challenging his thinking was and I wanted to protect the edge of the idea as it was developed. From that, he, Hai Linh worked together to elevate the idea from packaging to an IMC campaign with long-form film, series of OOH, prints and activation.
Watch the case-film below.
Creative Team: Huy-Vu Nguyen, The Tao Nguyen, Quynh Thi Nguyen, Hai Linh Ngyen