“Sweetness” Campaign

Campaign Background

BAEMIN has launched several hand-picked food lists that help our users either meet a daily need or fulfil an emotion. This time, we launch a dessert collection and want to wow our fans about how “sweet” we are, both literally & figuratively.

Insight

We all know that women always crave sweetness, and men (especially Vietnamese men) are usually no help. Showing affection is obviously not their thing. That mismatch explains the tensions in pretty much all modern relationships.

Campaign Concept

"Everyday Sweetness"

We believe that women deserve sweetness every day, just like a dessert, you can eat anytime, anywhere.

Video Concept

We think it would be fun to have JustaTee & Rhymastic - two national beloved artists/husbands to co-write a song about sweetness as a gift to their wives.

I came up with an idea for the video where you can see two sides of an artist: a celebrity under the spotlight and a husband/dad at home.

The music video doesn't really have a storyline. It’s all about portraiting daily moments of sweetness. We also decided to invite JustaTee’s real family to join the MV.

Key Achievement

Top 8 On Vietnam Youtube Trending After 3 Days Of Launch

Maintain Top 26 In Vietnam Music Top Trending After 3 Weeks