MY CREATIVE INK
it wasn’t easy for me to crack this brief.
not because it had to be done in such short timing,
nor because i had been away from the industry for over 2 years when it came to an IMC brief —
but because i was still grieving the loss of my own daughter taken away by her father’s decision.
not because it had to be done in such short timing,
nor because i had been away from the industry for over 2 years when it came to an IMC brief —
but because i was still grieving the loss of my own daughter taken away by her father’s decision.
even now, as I write this line, my heart still aches.
i did it anyways.
global platform: SHARE THE CARE.
challenge: we need to communicate in away that consumers understand Philips Avent designs
mimicking mom's breast without being too direct about it.
challenge: we need to communicate in away that consumers understand Philips Avent designs
mimicking mom's breast without being too direct about it.
1 | BÌNH TI Y MẸ
a bottle that feels like mom's
a bottle that feels like mom's
2 | NHƯ GẦN TI(M) MẸ
felt like it flowed from mom's heart/
felt closed to mom's heart/breast
felt like it flowed from mom's heart/
felt closed to mom's heart/breast
being a mom is hectic…
in the minute-to-minute way it eventually unfolds but
no one ever tells her so.
in the minute-to-minute way it eventually unfolds but
no one ever tells her so.
the sleepless pyjamas.
the messy morning break.
the overly prepared bags for every little outing.
the constant scan for whatever might go wrong.
the messy morning break.
the overly prepared bags for every little outing.
the constant scan for whatever might go wrong.
while motherhood may be overwhelming, feeding doesn’t have to be. it should be made simple.
simple enough for dad to step in and share the load.
simple enough for mom to focus on things that matters.
simple enough for care to be shared
— with Philips Avent PPSU Natural Response through a design that echoes mom’s body, her curves, her heart approved by 95% babies.
simple enough for mom to focus on things that matters.
simple enough for care to be shared
— with Philips Avent PPSU Natural Response through a design that echoes mom’s body, her curves, her heart approved by 95% babies.
mom is my first.
my first home.
my first source of warmth.
my first taste of love.
my first source of warmth.
my first taste of love.
in a whole-new world where it feels too strange, all i wanted is
to feel close to my mom…
to feel close to my mom…
luckily, with Philips Avent PPSU Natural Response:
support baby's own drinking rhythm. no-drip teat with J-shaped design. compatible with airFree vent that help me feel natural and
always close to mom's.
support baby's own drinking rhythm. no-drip teat with J-shaped design. compatible with airFree vent that help me feel natural and
always close to mom's.
even when mom needs some moments to rest, my dad, my grandma, or any of my family can share the care.
KEY ASSETS
SOCIAL ROLLOUT
with credits to,
ECD: Trong Nguyen
sr. art director: Tan Le
account management: Nadia Nguyen, Hoa Nguyen, Tam Le, Nhu Nguyen
strategic planner: Up
media partners: Nhi Tieu, Hao Truong
ECD: Trong Nguyen
sr. art director: Tan Le
account management: Nadia Nguyen, Hoa Nguyen, Tam Le, Nhu Nguyen
strategic planner: Up
media partners: Nhi Tieu, Hao Truong
