Em Bé Campaign

Campaign Background

A healthy lifestyle has become a thing in recent years. We decided to jump on this trend and launch a healthy food collection. The challenge is to find a good insight to bring in the emotional benefit aside from the functional benefit of the collection.

Insight

Most Vietnamese Women claim that eating healthy is merely to feel good & look good for themselves. But the truth is, the majority of women opting for healthy meals because they want to look good in front of their boyfriend/husband.

Concept

Em Bé (Literally means “baby.” In Vietnam, “em bé” is also a sweet way for a husband/boyfriend to call their wife/girlfriend.)

Key Achievement

Top 3 Vietnam Youtube Trending.