Your campaign is Vietnamese, so why isn’t your mockup?
That question prompted creative agency Happiness Saigon to launch Việt Móckúp Library – the first mockup library tailored to Vietnamese aesthetics. Free to use, it offers creatives templates built from real locations and media placements across Vietnam.
The agency, known for its #NoFilter print and film initiative for UNICEF and its Cannes Lion-winning Lay’s Crispy Subtitles campaign, set out to address a gap in Vietnam’s advertising landscape. Instead of relying on imported stock visuals of Western cityscapes, the agency photographed and crafted templates from actual Vietnamese billboards, signage, and streets. The open-source platform is accessible not only to agencies and brands but also to students and freelancers, broadening access to professional-grade assets.
In 2025, Vietnam’s advertising market reached $3.5 billion and is projected to grow to $5.2 billion by 2034, with an compound annual growth of 4.21 percent. Traditional formats, including billboards, remain significant – OOH and DOOH together accounted for $350.23 million in 2026, with billboards retaining 41.3 percent usage. Yet pitches and presentations often relied on visuals borrowed from global stock libraries, creating a disconnect with local audiences.
In Dentsu's 2025 Creative Trends Report, the marketing and advertising agency found that campaigns with cultural relevance scored 15 to 20 percent higher attention metrics in APAC and up to 1.8 times higher engagement in Southeast Asia, especially among Gen Z. The mockup library directly addresses this gap by rooting design tools in local context – mirroring Vietnam’s streets, signage, and media environments – actual placements in everyday, lived in environments for more convincing and realistic pitches.
“More than a utility tool, the platform is a creative correction. It replaces borrowed context with local relevance and gives Vietnamese ideas a more honest setting from the start,” stated the agency in a statement. “Every template is built from real locations, photographed and crafted by our own creatives.”
Campaign’s take: A fusion of cultural heritage and street-level detail defines these visuals, from motorcycles weaving through traffic to residential buildings alongside modern signage, and billboards embedded in daily life. These aren’t just aesthetics – they are cultural codes. By embedding them into design tools, Việt Móckúp Library empowers local creatives to transform authenticity and cultural relevance into assets that elevate their work and ground campaigns in the reality of Vietnam’s advertising landscape.
