Creative Director: Le Huy Anh

Copywriters: Nguyen Hoang Vu, Sy Huu Vinh

Art Director: Nguyen Kim Ngoc

Background: Offering the light soymilk that pleases everyone’s taste, Fami has positioned itself as an enabler of family bonding. In 2017, the brand looked for a fresh idea that could marry the product’s appealing taste with the family togetherness it stood for.

Key message: Just like your family, Fami provides the comforting familiarity that you want to come back to every day.

Creative strategy: Make familiarity a taste that every family member craves for, even if it costs giving up their personal pursuits.