At the 2022 Annual ‘Dragons of Asia’ awards event held last month in Kuala Lumpur, the Blue Dragon for the ‘Best Campaign by Country (Vietnam)’ was awarded to MullenLowe Mishra for their culturally resonant concept for Nestle Vietnam.
Dragons of Asia recognises the best in results-driven Marketing Communications, across 18 countries and 17 entry Categories.
In addition MullenLowe Mishra team brought home two additional awards: a Black Dragon for Unilever Vietnam’s Omo brand and Bronze Dragon also for Nestle biscuits in ‘Best Use of Media’ category.
MullenLowe Mishra’s ‘One Tet, Countless Reunions’ concept for Nestle biscuits created an innovative and cost-effective solution that brought together cultural insight and strategic design. Taking inspiration from Vietnamese tradition of the journey home during Tet, the design story built a Xóm Nestle (Nestle Neighborhood), featuring 4 different scenarios of family reunion stories. MLM’s solution utilized unique design to show multiple journeys in a continuous loop.
MullenLowe Mishra’s winning entry for Vietnam’s #1 detergent brand OMO ‘One Tree at Home, a Forest for Humanity’ was a stand-out sustainability campaign of the post pandemic phase that encouraged Vietnamese mothers and children to plant more trees as part of a larger national program on reforestation.
During the pandemic there was a cloud of solemnity hanging around homes, thus MLM’s solution was to appeal to audiences, especially children through an iconic music video made in collaboration with new age composer of Vietnam which promised that for every tree planted at home, OMO would plant one in the forest on their behalf.
The track went viral and it’s stop-motion video style, largely a result of the lockdown, also became a reference point for other videos.
Sabyasachi Mishra, Chairman & Group CEO, said: “Our quest is all about superlative brand solutions, informed by the changing zeitgeist in this market and it’s nice to see that our work is putting Vietnam on the marketing effectiveness map. I am proud of our team and our clients for the partnership.”
All entries in Dragons of Asia are judged by multiple Judges from an International Judging Panel.
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