Panasonic PGI Campaign - Role: Associate Creative Director

THE CHALLENGE

In an effort to achieve sustainable development in Vietnam, the campaign "Cùng Gen G Sống Xanh Đi" aims to reach every young person and create a positive impact on the environment by mitigating the effects of climate change.

By instilling knowledge and promoting a green and healthy lifestyle, the campaign seeks to build a community and society that prioritizes the protection of the environment.

The next phase of the campaign, ”Cùng Gen G Sống Xanh Đi" in 2023, will focus on inspiring the younger generation to take real actions with conscious manner and urging them to actively contribute to reducing CARBON FOOTPRINT for the benefit of society as a whole.

THE IDEA

Based on audience insights, CO2 reduction initiatives need to be both meaningful and realistically rewarding. Panasonic, with its technological advancements, offers practical green solutions that make green living convenient and simple.

"Cùng Gen G Sống Xanh Đi – Sống xanh giảm nhanh carbon" focuses on quickly reducing carbon emissions. With Panasonic's support, the aim is to replace the world's carbon footprint with our own "Gen G prints."

VIRTUAL CHARACTER HINA x HERO ASSET

To launch the campaign and call Gen G joining hands to reduce carbon footprint, the hero video features Hina (a virtual character representing Panasonic) and Helly Tống (representing the target Gen Z audience).

Together, they witness how much carbon is emitted from everyday activities—and show alternative green solution to reduce the carbon footprint, aiming for a net-zero green future.