Heaven And Hell

2012 Vietnam Young Lions Competition - Nov 11 - 13


HELL
9 am, 11 November 2011, we take the brief and start stepping into the hell. 10 am. Back to our room. Ideas and themelines are posted on the wall. We're looking for the really big idea. We have some thoughts but nothing really makes us fall in love yet. The clock strikes 2 am. We must decide the fate of each idea. Some are meant to be fun, but turns out to be so complicated. What about the other three ideas? Minh gets an idea. He writes down all the musts a strong idea needs as a check list and starts killing some. We begin talking, debating, listening and even keeping quiet instead of saying no to each other. 


HEAVEN
4 am. Phew…! Eventually, some ideas cannot see the light of the day. We finally get the one that we both fall in love with. The morning after, we begin shooting and editing. We know the crafting could be better but we hope the idea can speak for itself. 
What are the feelings after we get the work done? Half proud, half terrified, I may say. On the way back from the competition, Minh and I kept jumping up and down between happy and unhappy, love and hate, win or lose and so on and so forth. In the end, we tried our very best and feel good about what we’ve done. Some ad legends have said when they have an idea, they never know how big of an idea it is until everything is done. Let’s wait and see. Fingers crossed.


Nhung Nguyen, copywriter

Media has become one of  Vietnam's greatest bridges to the rest of the world.  So I asked the team to put together a timeline and show me some key events and the impact it is making.

They know my complete and total lack of an attention span.  So what do they do?  They put in lots of pictures so that I can follow along.  Smart folks

Check out the following infographic about Vietnam's relationship with media.

Cheers,
George

We have Young Lions on the loose!

Roaaaaarrrrrrrrr! We’re excited to announce that our very own Nhung Nguyen and Minh Le, copy and art respectively, have been selected as one of five teams from a field of 30 to compete in the Vietnam Young Lions Film competition held on Nov 11, 12, 13. The winning team will be named Dec 9 and will represent Vietnam in the Cannes Young Lions Competition in France, June 2012, fully sponsored by Sun Flower Media.

From left to right, Minh Le and Nhung Nguyen

We’re cheering for them and know they’ll make TBWA and Vietnam very proud.

Good luck guys!

My Spikes Adventure

After returning from Spikes a few weeks back, I’ve finally had time to digest everything I learned and experienced which I’d like to share with you.

Generally, attending Spikes was well beyond my expectations in terms of quality and quantity: lots of great work, awesome ads guys, big parties (with weird but good music) and all beautiful memories about the local (a bit disciplined) people. All give me huge happiness for the very first time going abroad.  

#1: It's all about creativity

Never think of an idea as a thing in TVC, print ads and outdoor. If the client doesn’t buy it, it will be put the locker forever. Spikes proves that I am totally wrong. Having a chance to see the great ideas, listening to the experts real stories of the impact of the ideas, I am opened my mind and believe that creativity has the power to transform human’s behavior. One of the examples comes from Todd Thompson, CEO, Leo Burnett Australia. The idea starts with a group of normal people in Sydney wondering if we can turn off the lights for 1 hour and save the earth from global warming. Amazingly, all people are so willing to do it. At that night, lights around Sydney are off. Then, many blue chips companies and people around the world get involved. Later, the event of turning off lights for 1 hour is called Earth Hour. Again, the idea doesn’t have to be just in the TV, the press or some corner of the street. It should come to people’s real life, do something to make their life better. In Vietnam, I heard lots of comments and talks about the great ideas in TV, magazines or those of some real events. But the ideas are still too nice to be remembered or talked about. Advertising is still a separate part of life. Ideas are still in the paper and only come to life if the client nods their head. From now on, whenever I think of ideas, I keep telling myself: “Do something that moves people’s asses”. Look! One third of 80 million people in this country are under 30. Every chic wants to sacrifice the community values to express themselves, to live their lives in its true meaning. The country is more open than ever before. As creatives, we must wake up, go ahead to give our audience, our people the thing they never think they ever want.

#2: Time to open up

After introducing myself, everybody at Spikes asks me how Vietnam is doing. In the first 10 seconds, I feel so proud of it. I keep talking about the openness of people’s minds, meaning more chances for creativity, the economic growth, the friendly local people. But at the 12th second, as I am asked about the local advertising, I honestly don’t know what to say.

I and many ad guys believe that we can do more. We shouldn’t blame the conservative clients or the young market or the audience’s education. Look at the award-winning idea by Cheil Korea for Tesco- putting the shopping store into the train, making people shopping there and having the goods delivered when they come home. We should wake up. We should beat the fear inside ourselves. It’s time to face the fear of failure that asks us to give up before trying, of looking bad in front of others if you propose something new, or the fear of escaping from our comfort zone to something different.

But I won’t be pessimistic. Ogilvy and JWT Vietnam win a bronze for craft at Spikes this year. The names of some local guys are in the credentials. Am I gonna see some sparkling stars in the next 10 years? When will we have some legend from Vietnam? Is there any other way to boost the industry up? Yes, we need time. Yes, we are just growing up for about a decade. But it shouldn’t be an excuse to be not open up, embrace as much as we can. Let’s rock.

#3: Awesome people

When I write this, the first thing comes into my mind is the young guys from TBWA Hong Kong. I guess all of them are under 30 but most have a “director” or “manager” in their title. As we first meet, they just smile and say hello. But when I say Patrick is my ECD, all compliment on him and give me a warmer welcome. One cool guy with the curly long hair, always wearing a striped hat gives me his number, wakes me up every morning, takes me to the party every nite and gets me back to the hotel (just that! Hahah). He is a pro hip hop dancer who show me some fantastic move in the club but had his face turn red when I was about to film him wandering around the river.

For the first days joining in TBWA, Patrick and George kept talking about how strong our network is. And when I went to Singapore for Spikes, it is really happening. I was taken to the Singapore office, listened to Laurie Coots, Chief Marketing Officer, TBWA\Chiat Day from New York to update what is happening in the network and how to keep more updated from now on. Then we walked around the office after stepping into the old lift that broke down within 5s. It’s also lovely to talk to the 2 creative guys in the office and had a quick chat about their work. Well, the truth is there are much more pressure and energy and great work coming out from TBWA Singapore.

The last and the most impressive guy I met on the 2^nd day of the trip is Thirasak Tanapatanakul, Chief Creative Officer, Creative Juice Thailand (TBWA). Although some guys in my office talk about Creative Juice in Thailand, I’m still surprised at the first time seeing him. How can such a talented guy be that nice and friendly and authentic? He’s not trying to be cool or talking about big things at all but still amazes you by every of his joke. Dressing normally, talking with a medium volume, listening rather than being dominant in the conversation, being helpful and caring about others are the characteristics I never expect from such a big guy. Just some days ago, I saw his name in the top ranking creatives in THE WORK 2010 book and look up his work again. But when we talk at the network dinner, he humbly tells me to observe the stupid things in the country and make fun of it. That’s how the Thai ads are loved and laughed by the whole world. In the night of the award ceremony, when he comes to the stage to get a Gold for Design for Tamiya Models (a wall calendar that every month can be turned into a different model) he holds up an A4 paper to say “sharing the honor with the whole design team”. That makes the whole hall laugh out loud and give him a bigger hand ever. I have got my plan to go to AdFest next year and get a drop by Creative Juice. Surely, I will see more great things from that office.

By luck and efforts, I got to be a part of TBWA, where there have been so many rewarding firsts for a young creative. From the first real shooting, the first time of getting so much support from the team and your boss (trust me, you will hardly find it in any other agency around town) to the first time going abroad and joining in a big advertising festival, all will stay in my mind and creates a firm foundation for my further steps. I would like to thank Patrick for his strong support. Without him, nothing will happen and I won’t be shaped as I am now.

Nhung Nguyen - copywriter

Bye bye TBWA [from Rosa the intern]

So today is Rosa's last day.  When she first got here I asked her to pen something so that I would be able to compare it to what she had to say at the end.  See below: 

"Although this is only my third week here, I feel like I have learnt quite a lot of things about advertising. I was given a chance to work on a pitch for the Asean Basketball League from scratch which I thought was quite challenging but at the same time very enjoyable. In addition to getting hands-on experience at a multinational advertising agency, I also had the chance to work with people of different positions at TBWA which was very interesting as I got to know and understand of how it feels like to work as a team. 

With the opportunity to go to meetings with clients at Milkita, present the competitors' review and analysis at Standard Chartered bank and to work on many creative briefs have really helped me gain knowledge of what it is like to work as part of the Account team. One of the things that I learnt is that team work is a very important factor - it would be very difficult to work well in an advertising agency if you are not willing to work with other people. 

I am very excited to continue with my internship here at TBWA and to continue learning new things about the advertising industry."

Since she wrote that, she's helped us win 2 pieces of business!  I asked her to follow it up this afternoon before she left.  This is what she sent me: 

"Wow, its been 3 months already?!

Interning at TBWA had been lots of fun. And to be honest - a lot less scary than I thought it would be. I really enjoyed it and I have learned so many new things these past 3 months.

When I first got my offer to become an intern here for the semester, I was pretty nervous as not only is it my first job at an advertising agency, but also at a global advertising agency! However, after getting to know everybody here, I really felt like I was part of the team.

I was very lucky to be chosen to intern at TBWA for the semester. This internship has taught me a lot of what it is like to work in the field of advertising and had gained me a lot of new friends.

Thank you for such a great time, TBWA Vietnam."

I promise she wrote this under no duress.  Rosa, you'll be missed.  Good luck in the future.  We'll keep an eye on the trades for your success.

- George

Spikes Asia 2011 - Day 1

The first day at Spikes is amazing and I will take more advantage of it till the end. The event acutally started at 12 in the afternoon rather than at 9 am so the guests can go through the shortlists. Thus, all have to make use of the short breaks between seminars and the dinner to see the works. 
I attended the Coca Cola seminar where the topic was: Is Tomorrow Agency's the Consumer? So here's what I sat in on.

An upcoming shift for agencies in the future?

Phenomenon:
The convention is the client gives the agency the brief. The creative idea will be discussed till an agreement and customers will let us know how well the idea works. However, Coke did the reverse thing. They gave the brief to the customers, meaning asking them to interpret the energizing refreshment from Coca Cola. In form of an online contest, the customers will submit their films and the leading ECDs in agencies will judge their films.
The response: 1.6 million films submitted during 2 weeks. 2 films are picked and will be adjusted a bit to become real TVC/ viral video about Coke.
 
Why the client comes up with that idea:
Brand communication comes to a stage where the customers connect to the brand individually. They are the ones who actually defines the brand personality and equity. The time of the brand will bring themselves to the customers and get them buy it seems to be over. Now, the customers are sophisticated and ready to lead the game.

According to Leonardo O'Grady, Director ASEAN Integrated Marketing & Communications, Coca Cola Asia Pacific, the success of the communication tend to depend on the individuals who know what the brand needs. Meanwhile, the vast creative source, customers with their all wants and needs, is still available and not taken the most advantage of. It's time to let them interpret the brand in their own way.

Agency's comments:
However, if the future is the co-creation btw the client and their own customers, what's the point of working with an agency? Although the short video shows the juries are quite impressed by the quality and quantity of the films, Rob Sherlock, Chief Creative Officer, DraftFCB still thinks it's too early to state anything. Even with the 2 films rewarded, only the first one really has an idea in it whereas the other rely too much on the crafting, editing and music. Interestingly, he also made a point that the competitors were asked to do films rather than prints because they are not there yet. It's still a playground of the pros only. Again, it proves the idea doesn't necessarily come from the creative or the guys in an agency. It comes from anyone, and now, it's amazing to see the creativity really makes things happen in an unpretentious and beautiful way. The agency needs to know this phenomenon. One, to get ready for the shift, meaning, it could work as an instructor to get the creativity of the amateurs onto the right path. If it's a good idea, it's a good idea. It doesn't matter where it comes from. 

Lesson Drawn:
Honestly, when I wrote about this thing, I worried that most people will think "OK, but nothing is really new, Nhung". Before attending Spikes, the word "co-creation" to me is not a big deal. Interaction? Somehow it seems it already happens in Vietnam when we asked the audience to do clips for a client, to tell their success stories? Nope. Co-creation means the customers are made to cook their own food according to their taste. Back to the point of why I get so excited abt it. Well, it reminds me of the Young Bloods Programme where we put potential students who never work in advertising before. And we give them on the job training while they make their own porfolio after a period of time. More than a head hunting project, I think we are creating a new generation. It is the generation that are active, passionate, creative, confident to define what a brand should look like. Who knows? Some of the ex -Young Bloods will win the award if the co-creation of Coke comes to VN?

Nhung Nguyen, copywriter

Spikes Asia 2011

Our very own copywriter Nhung Nguyen will be attending Spikes Asia in Singapore and sharing her experience with us. Stay tuned.