Agency: Havas Riverorchid CambodiaCountry: Cambodia
Summary statement
Cambodians, and rural Cambodians in particular, hold a number of beliefs engrained over millennia. As our campaign strategy shall show, these include two views that:-
- Fate will decide - the individual is largely powerless to act against her.
- And Fate - far more often than not - is cruel, not kind.
Historically prone negative expectations, and deeply fatalistic, rural Cambodians believe that they are largely powerless to influence outcomes - and that outcomes are more likely to be detrimental than beneficial.
When briefed by Unilever to create a massive travelling...