Campaign details
Brand: Ms. Bach TuyetAgency: Dentsu RedderRegion: APAC
Strategy
Objective
Everyday the ear of Vietnamese genZ is a battlefield of music genres: pop, hip hop, rock...all trying to earn the views, top the YouTube chart, trend the Tiktok.
Target Audience
In 2022, there seems to be no place for Cai luong: "my mother's music" , "the forgotten art" , "like a lullaby it puts me to sleep". A treasure of Vietnamese culture, an art that used to be so glorious.
Creative Strategy
Ms. Bach Tuyet, namely "Cai luong chi bao / Treasure of the...