AGENCY
Purpose.Ant
WHAT I DID
Ideation
Art Direction
BACKGROUND
The nutritional milk market for seniors is crowded with complex formulas, functional ingredients, and competing health claims.
During Tết, a season of gifting, Sure Prevent wanted to remind younger generations that caring for their parents doesn’t always start with premium supplements. Sometimes, the most important things are also the most basic: eating well, sleeping well, and feeling healthy enough to enjoy everyday life.
CREATIVE SOLUTION
Inspired by the Vietnamese saying “Ăn được ngủ được là tiên,” the campaign reframed nutrition through a more emotional and relatable lens.
Told through the POV of 3 siblings, struggling to find their parents a gift in Tết, the video not only focus on product benefits, but also tackles on the pressure children face when choosing meaningful gifts for their parents.
This insight was brought to life through a playful musical film filled with catchy melodies, theatrical storytelling, and humors, it captures both the struggles of adult children trying to care “correctly” for their parents, and the everyday frustrations older parents face when they can’t eat well or sleep peacefully.
Because sometimes, the best gift isn’t the most expensive one.
It’s helping your parents feel sướng như tiên again.
