CLIENT:
STRONGBOW
ROLE:
CREATIVE DIRECTOR
CREDIT:
CREATIVE LEAD: MAI HOA
SR COPYWRITER: DUY HOANG
ARTDIRECTOR: TUYET PHAM
DESIGNER: LE HO
LET'S SPREAD THAT
PAUSE TO CHILL
Our 2022 task to be done is to
MAKE STRONGBOW BECOME A PURPOSEFUL BRAND WITH NEW APPROACH:
“PAUSE & KEEP CHILL
FOR OPTIMISM”
BREAKTHROUGH THEMATIC CAMPAIGN
NOW
LET'S SPREAD THAT
SPIRIT FOR A
“PAUSE TO CHILL FOR OPTIMISM”
PAUSE FOR THE JOY OF MISSING OUT
The fear of missing out (FOMO) is the real phenomenon that is becoming increasingly common in the modern connected world. Young people feel pressured to stay up-to-date with the neverending feeds on social media, or catch up with other people’ picture-perfect lives, experiences, outlooks which are projected on those platforms.
Strongbow fermented Apple Cider - inspired by nature - helps you to take a moment to pause the fear of missing out, the technostress, turn FOMO into
Joy Of Missing Out
chill down to chin up and gain back optimism, creativity and meaningful connection with ourselves, our loved ones and mother nature.
STRONGBOW - PAUSE TO CHILL
KEY VISUAL
CAMPAIGN FLOW
PHASE 1: BUILD CONVERSATION ABOUT MISS-OUT MOMENTS
Key takeout: Consumer discuss about
Miss-out moments and aware about its benefits
Branded short film 60s + cutdowns - JOY OF MISSING OUT
THE SHORTEST THRILLER MOVIE
A wake- up call for users to realize the more techno we use, the more we miss out real connections and opportunities in life.
THE MISS OUT STUNT
SOCIAL MOVEMENT
MISS OUT FOR THE JOY OF MISSING OUT
A surge of KOLs go missing-out out of the sudden
#ChillPhutDung
Linh Ngọc Đàm
Đang đánh boss ngon lành tự dưng Misthy tháo tai nghe, đẩy ghế bỏ đi. Đến nay mất tích đã được 2 tiếng.
Misthy
Boss đánh lúc nào cũng được, riêng lúc 6g là giờ đi chill. Dù tôi mất tích, cũng đừng tìm tôi bạn nhóe.
Tôi là Misthy
tôi chọn bỏ lỡ giờ tỷ thí,
để trọn phút chill không sân see
#ChillPhutDung
Tôi là Anh bạn thân,
tôi chọn bỏ lỡ trận game PS5, để trọn phút chill cùng Hoàng thư thái
Giang Ơi
Misthy & Linh Ngọc Đàm
Trước là anh bạn thân, sau là con Hoàng, đúng 6g chiều dạo này là chẳng thấy bóng dáng. Tôi cần báo cáo trường hợp mất tích này.
The miss-out people send out a special invitation for others as a reminder to “Pause to Chill”
CTA: Customize your Tag someone who you want to Pause & chill with to win a Miss-out Chill Kit
PHASE 2: TRIGGER CONSIDERATION ABOUT BENEFIT OF MISS-OUT MOMENTS FOR MEANINGFUL CONNECTIONS, INSPIRATION & OPTIMISM
CHỜ IU CHILL MV
ENGAGEMENT: SOCIAL MOVEMENT “PAUSE TO CHILL” INVITATION
KOL to follow miss out stunt & choose “pause to chill"
Consumers to join in by tag friends as invitation for pause to chill
EVENTS: CHILL STATION (HCM, HN & OTHER CITIES)
- Pause to chill symbol
- Live performance
- Pause to sing with De Choat + Tien Tien
