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In Vietnamese, the word "woman" literally translates to "supporting girl"
Scope
Brand platform, KV & TVC
Date
2020-2021
What was hindering L'Oréal's sales in Vietnam? Not its products, not its price - but actually its brand image.
With an art director partner, I created the concept of Chính Nữ (replacing 1 word of the word "woman" to make it mean entirely different) & turnt L'Oréal from an irrelevant old brand to a girl's trusted empowerer.
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