​Eat Well, Sleep Well
Vinamilk's Sure Prevent Gold
Role: Senior Art Director
The insight
Eating well and sleeping soundly are basic needs — but for the elderly, they become difficult challenges. As we age, food loses its taste and sleep is easily disturbed, making these simple pleasures frustratingly out of reach.
The idea
Exaggerate and visualize the everyday struggles of senior people — to highlight how much of a problem “basic needs” have become, and how Sure Prevent Gold can help bring those pleasures back.
The Story
Dramatizing the problem by metaphor story telling the light drop of a shuttlecock sounds like a thunderous bang at night, and gourmet meals taste like plain cardboard.
These moments are visualized in an exaggerated but comprehensive way — speaking out loud the problems in the most catchy way.
Then, the tone shifts. With Sure Prevent Gold, even simple roasted sweet potatoes become flavorful, and a nap in a hammock outdoors becomes peacefully restful. The film ends on a warm, joyful note — reminding us that when health is cared for, even the simplest things in life feel rich and satisfying again
TOP OF MIND
for attribute "Eating Well, Sleeping Well" in senior formula milk category after 6 months of launching
DOUBLE-DIGIT GROWTH IN SALES
compared to the previous campaign.
BECOME A LONG-TERM PLATFOMR
Sure Prevent Gold has been using for 4 years, up until now
The Results