Associate Creative Director: Nguyen Hoang Vu
Copywriter: Chau Hieu Hoa
Art Director: Huynh Thanh Tam
Designer: Vo Ngoc Chau
Planner: Ngoc Ha Pham
Account: Thu Huong, Nhu Phong
Background: The financial literacy and financial management skills of individuals play a crucial role in the development of any modern society. However, in Vietnam, these topics are perceived to be dry and irrelevant by many university students.
Creative approach: We tapped into a moment of truth every of them has faced, being flat broke, and took a local idiom for this experience literally: “My wallet’s on fire” (similar to “Money burns a hole in my pocket” in English). And instead of a single campaign, we created a nationwide competition that enabled thousands of students to propose their own campaigns, using Visa’s Wallet-on-Fire Prevention Toolkit as the theme.
Key Visual
The Wallet-on-Fire Prevention Toolkit
Case Study Video
