Unilever Cambodia: RICE

Brand: Unilever Cambodia
Agency: Havas Riverorchid 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:-

  1. Fate will decide - the individual is largely powerless to act against her.
  2. And Fate - far more often than not - is cruel, not kind.

Historically scripted in 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 rural activation supporting 10 of their brands, we saw an opportunity not to echo these insights, but to subvert them. For whilst Cambodians might believe in Fate, and believe Fate is more cruel than kind - they wish it were not so.