Romano puts Vietnamese men back into the conversation

Abhijit Das, Alok Bhute

Romano, a men's shampoo brand, increased revenue by challenging the position of men in Vietnamese society in a social media campaign.

Campaign details

Brand: RomanoBrand owner: Wipro-Unza VietnamLead agency: Leo Burnett VietnamContributing agencies: Starcom Media, DIGIPOST Productions, Performics Media Country: VietnamIndustries: Toiletries & cosmetics (general)Media channels: Games & competitions, Mobile & apps, Online video, Social mediaBudget: Up to 500k

Executive summary

A man acting as the man is not a big story in Vietnam. But women pushing the boundaries of traditional gender roles – that's the real story and conversation.

What started as a wartime propaganda poster of a woman wielding a sickle in one hand and a gun in...

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