Campaign details
Brand: PepsiCo / MirindaLead Agency: Dentsu RedderRegion: APAC
Objective
2018 was full of bad blood for the Vietnamese.
For the larger part of 2018, consumers were bombarded day after day with contentious content. If it's not the rivalry between nations, it's a feud between celebrities. Media culture is obsessed with fights: from reports on road rage happenstance to grudges featured on popular drama series that millions consume daily. This leads to online quarrels between fandoms and real life arguments between neighbors, who argue over the smallest things, such as a trash bag.
This...