FRAGRANCE THAT ELEVATES YOUR LIFE
In Vietnamese, the word “thơm” carries a delightful double meaning: it can mean “fragrant” or “to kiss.” This clever play on words became the heart of our project, blending humor and sentiment to connect with audiences.
STORYBOARD
Through this campaign, we explored how the desire for “thơm” – whether it’s the comforting scent of fresh laundry or the warmth of a loved one’s affection – is a universal language of care and connection. This creative concept infused our storytelling with cultural nuance and a touch of lighthearted fun, making the campaign both relatable and memorable.
The final TVC evolved significantly from its original concept during the production stage, adapting visuals and narrative details to enhance its appeal and clarity. Despite these changes, the core spirit of “thơm” remained intact—celebrating the dual meaning of fragrance and affection in a playful yet culturally resonant way.
VFX STUNT
This video highlights the Mekong Delta, home to Surf’s main target audience, known for its lush gardens and fragrant blossoms. By weaving the region’s natural beauty with the playful double meaning of “thơm” (fragrance and affection), the video resonates deeply with local consumers, showcasing Surf’s fresh, long-lasting scents inspired by their everyday lives.
https://www.facebook.com/surf.unilever/videos/1075365527099156/?rdid=ndRDTZPvWIOjahCX#
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