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Good Morning Vietnam

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Connecting a brand to it's country

– Challenge –

Number 1 is part of the largest privately owned SMCG in Vietnam. They have a fierce dedication to their country and a loyalty to the customers that they service.

As a part of their sponsorship with Paris By Night, the largest Vietnamese variety television show in the world, they wanted to produce a campaign that would capture brand sentiment and drive customer loyalty.

– Insights –

There was a disconnect between Number 1 and its customer that made brand loyalty hard to achieve.

We wanted to create a campaign that would cross that divide and show the people of Vietnam that Number 1 was with them.

– Solution –

We developed a brand film that spoke out as love letter to Vietnam and its people. Travelling across the entire country over 13 days, we captured raw experiences and amazing scenery, all part of what makes Vietnam such an incredible place. We worked on a script that spoke as a poem about all that Number 1 saw in the country that it proudly served.  

The end result was a campaign that resonated with its core audience on a massive scale, producing strong brand sentiment and high viewership and approval on the direction that Number 1 had taken.
Brand Film

Campaign Photography

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The Results


Increase in brand sentiment.

Total unique views & impressions
across social media.

Increase in brand recollection.