A Look at Carnival’s Colorful Campaign for Antibio Pro in Vietnam

Antibio Pro, a probiotics brand in Vietnam, earlier this year launched a colorful print campaign created by Ho Chi Minh based creative agency, Carnival revolving around the use of eating as a playground – highlighting that while Vietnam has a lot of great food, it doesn’t necessarily always agree with everyone’s digestive plans.

The campaign marks the second year Carnival is working with the Antibio Pro brand, which itself launched in 2019, and they wanted to take a different approach.

 
 

“Stepping into the second year 2020, our goal was to dig deeper to tell a story that can connect stronger with our audience,” said Creative Lead, Tu Tran. “Hence, we chose “eating” as the playground to leverage our message as it’s something that Vietnamese are fascinated with.”

We recently spoke with Tran to learn more about the campaign.


What was the marketing insight behind the campaign?

Antibio Pro is a probiotics brand that just launched in 2019. To set the foundation for the brand, in the first year, we launched it with a very simple and straight forward message “Well gut for well being” (Khoẻ ruột để khoẻ thân). This message was big enough to act as a hero platform for further development in the future.

 
 

Stepping into the second year 2020, our goal was to dig deeper to tell a story that can connect stronger with our audience. Hence, we chose “eating” as the playground to leverage our message as it’s something that Vietnamese are fascinated about.

Vietnam is a food paradise, Vietnamese love to eat and really really enjoy eating, everyone is a food expert. In Vietnam, there is so much good food, but not all good food brings a good experience. Though people really like those foods, they’re not fully enjoying it because they’re afraid it will bring them digestive problems. And that’s where Antibio Pro is coming in.

Given that insight, we came up with the idea “The delight that keeps you up all night”, showcasing all the good-but-not-good food that resonates strongly with all Vietnamese from both the north and south of the country.

What was the creative goal of the campaign?

Since Antibio Pro is not a very big brand, we aimed to create something that’s unique, impressive but on an affordable scale to maximize the budget; hence we chose to go with photo-story execution rather than complex formats like videos.

To bring this idea to life, we chose clay to create the miniatures. This choice makes our creative work stand out in the market as well as deliver a sensitive story in a fun and engaging way.


Credits

Client: Antibio Pro
Agency & Production House: Carnival, Vietnam
Creative Team: Tu Tran, Vinh Bui
Account Management: Trung Duong, Phuong Nguyen, Tien Duong

Photographer: Nguyen Hoang Minh

Props: Tidu Workshop

Production Team: Ben Pham, Phuong Ung, Yen Tran, Kevin Lc

Social Media team: Minh Vo, Thanh Pham

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