Brief: A rebranding campaign that assist King Koil create awareness among the target audience of Millennial generation in Vietnam - The Cosmopolitan Vitality.

Thought: Initially stepping into this project, I didn't understand what Cosmopolitan Vitality was. I pushed myself to interview my friends studying abroad in the US to gather more information while also delving into articles about Cosmopolitan on Google Scholar to understand this target segment. 

I came to understand that Cosmopolitan individuals always strive for perfection. They are open-minded, embrace a healthy lifestyle as global health trend, and consider themselves true global citizens. However, despite their pursuit of balance and health, they always seek to maximize efficiency, which presents a contradiction. 

In the end, my colleagues and I crafted a creative direction that resonated with the insight of Cosmopolitan Vitality, called "Ready to conquer the goals even while asleep" (highly praised by the Account Manager and Creative Director). The "split-screen" concept was implemented consistently across various tactics, from TVC to key visuals, to convey a unified message: "Ready to conquer the goals even while asleep."