Byravee Iyer
Jun 11, 2014

Vietnam milk brand gets animated in new campaign

VIETNAM - To launch new ready-to-drink children’s brand Kun, dairy company IDP and JWT Vietnam have created an animation-based franchise that features an ongoing epic story, master-plot, characters, trailers, TVCs, a comic strip series, school and beach activations, and and is even planning a short film.

JWT teamed up with Stardust Studios in California to create the Superfarmers, a superhero family of four that lives on Love’in Farm. The family's mission: to save the farm from powerful villains who are hell-bent on destroying it, preventing children from drinking fresh Kun milk.

“We don’t see Kun as a typical FMCG brand," said Saby Mishra, CEO of JWT Vietnam. "It’s more like an entertainment brand. We think Dreamworks and Pixar. Kun is selling entertainment, magic, characters and values. The product becomes a ticket to this magical world. We are building an ongoing epic story and a new visual universe unlike anything that’s been attempted in this market.”

According to JWT, IDP’s move into animation content is a step away from the conventional above-the-line approach adopted by competing brands in this fast-moving product space. Vietnam’s $1 billion dairy market is dominated by five major players, led by local giant Vinamilk. As many as 78 brands and up to 90 variants compete for consumer attention. The dairy sector invests heavily in advertising, spending $33 million on TV alone each year, JWT estimates.

"We didn’t need a conventional ad agency," said IDP's deputy CEO, Tran Bao Minh. "We wanted someone with start-up mentality and a team that can build a big, scalable concept.”

The work launched in May and is rolling out now across the country. JWT and IDP are also now in talks with studios to launch a movie and a TV series.


CREDITS

Creative Directors:Lan Ngugen and Tue Trinh
Copywriters:Lan Ngugen and Tue Trinh
Account Lead: Minh Hoa, Tran Chau
Planning Lead: Saby Mishra, Ngoc Thao
Producers: Mai Thao Nguyen
Animation Studio: Stardust
Producer: Sabrina Elizondo
Director: Pete Circuitt
Head of animation: Dan Brown
Visual Development artist: Wanchana Intrasombat (Victorior)

 

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