Comfort Tet
Engagement
Scope: Art Direction / Design
Tet is near, so is the risk of getting Tam Phai (unlucky aura from worn-out clothes).
Avoid TAM PHAI and attract the God of Luck with Comfort
* All visual material and concept ideas belong to T&A Ogilvy
* Branded materials belong to Unilevers
A popular belief in Vietnam stated that the worst of fortune in one's life are in the "Tam Tai" period, which translates to "Ternion of Calamity", in this period, catastrophic events may continuously befall upon their head if their elemental energy are not compatible with that of the zodiac year. However, there is a way to diminish or even prevent these calamity from happening, that is to get a blessing that could properly resolve all of these ordeals.
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It's a Vietnamese custom to discard old clothes to buy and wear new clothes during Tet as a means to cleanse and resolve old ordeals of last year to start of anew with potentials of luck. But what if their clothes never got old to begin with, what if there's a magical elixir that can prevent all kinds of bad luck through out the year as long as we keep using it. COMFORT IS HERE TO CAST BLESSING UPON YOUR CLOTHES AND WARD OF ALL YOUR BADLUCKS.
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With that, we came up with our creative concept:
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Kick
- start:
We kicstart with a photo album telling the story of TAM PHAI through different context: on the go, on the street & hanging out with friend. Each context is linked to a bad state of cloth.
From then, we build up the connection between TAM PHAI & bad luck of human and bring Comfort as a solution to avoid TAM PHAI, keep clothes last longer which attract the God of Luck
Mood & Tone
Bright, poppy and colorful.
Trendy wardrobe with color blocks to further highlight the bright and joyful ambiance of Tet.
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Minimalistic solid simple props just enough to describe context and not driving away the attention from the talents and their clothes, has a hint of Tet in some ornaments.
Sketches
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final layout are changed slightly from sketches
The cover photo will introduce our theme.
Each bad state of clothes will be visualised through different context:
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Colors fade - on the go.
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Wrinkled - on the street
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Unfreshness - hanging out
Photo album
*Please click the image for full resolution
Engage
- ment
To further enhance the concept, we created the Tam Phai prediction Facebook app, which is based on the majority's custom of getting fortune telling at the beginning of a year to see which fate lies ahead of our year.
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We introduced our app via a social post on Comfort's fanpage.
Facebook app
The app scans the user's avatar and delivers their percentage of Tam Phai based on their clothes. at the end of the journey, user can either share their results on their newsfeed or get their Tam Phai prevention by clicking the Ecom button.
Project was made thanks to the guidance, support and great teamwork from these amazing people:
Xuan Tra - Creative lead
Hoang Phuong - Art lead
Thuy Vi - Partner / Writer
Vivian Lam - Agency Producer
Thanh Tung Nguyen - Account lead
Chan Le - Visualiser
Lam Minh Khang - Photographer