Vim School Program 2020
VIM Vietnam has been silently renovating school toilets and build new ones for hundreds of schools in both rural and urban area of Vietnam. However, after 10 years of continuous run, the "VIM school program" has discovered a fundamental flaw. When they go back to the schools that they had supported, the toilets are now back to being dirty and "scary" to youngsters, not because they are poorly maintained, but because of poor consciousness among students and the schools little effort in proper hygiene manner education.
My team at MullenLowe Mishra was especially excited to work on this project, and contribute to a better, and cleaner school toilet situation in Vietnam, because as Vietnamese, we all know that school toilets has been a "nightmare" for generations.
Role: Art Director
Year: 2021
Client: Unilever Vietnam
Agency: Mullenlowe Mishra Vietnam
Creative Director: Trần Vũ Tuấn Đăng
Copywriter: Châu Vũ
Scope Of Work: Animation Short Film, Comic Books, Key Visual, Character Design, Social Campaign.
Talents Director: Tony Lâm Hoàng
Animation: DeeDee Animation
Edutainment Done Right
Knowing that kids need relatable stories and characters to understand concepts, we translated hygiene habits into the heroes super powers, and introduced the idea of improving their habits to the standards of the action heroes from our movies and games, which they idolized.
With education information being understand through entertainment, relatable story amplified by playful experience, we created an animation short film that got over 10 million views on Youtube, and achieve great success on social media.
Amplification
Acknowledging the potential of the campaign, the global team from Unilever has amped up their support to the project, thus, lead to much more to be done on our side to make this project viral. At first, with only the animation film, our scope and plan revolve around it and how to make it appealing for students, but with the rapid development of the project, we find ourselves a bit of a challenge. We experimented with AR games, microsite, activations, and even... toilet paper comic?
With the help of social listening, we isolated some key "wants" from our audience - the student - and their parents, which led us to create a very success social campaign for this project. Our exclusive edutainment box "Hộp Háo Hức" were sold for 1000 families, getting kids and parents to spend quality time together. Our social challenge for celebrities and PR articles achieved 10.7k buzz on social media, with 150% more article views than committed.
