SỐNG NHƯ Ý | PHIM ÂM NHẠC 8/3

Client: Generali

Scope: Digital Production

Date: 2020

After the strike of “Sống Như Ý” New Year campaign, Generali Vietnam successfully owned Sống Như Ý (Life the life your desire) as a ready creative platform to elaborate. The challenge now is to create interesting variants of Sống Như Ý – fused with living local insight in golden occasional moments, while keeping it true to our brand spirit.

Determined that the creative idea should evolve from authentic local insight, an autonomy of audience was carried out to find the itchy spot. When mentioned women’s signature activities: we all think about home shopping, baby taking care, get-together dates and gossip. But it was fun to find out: every female get-together consists of a “catching up query”, when they ask about each other lives and give comments or advice accordingly. This spectacular session originates from loving concerns, but over-abundance of worries can bundle the invisible pressure. After all, it’s the women themselves who pile up the tension for each other.

Creating a situation circulates this fresh insight, we aim for an emotional twist in our MV that riffs off the traditional perception of being happy, then motivate our female targets to Sống Như Ý: “Don’t try to fit in others happiness, but live happily in your own way”.

Music also played a decisive role in the success of the 08/03 MV. Swan Lake was chosen to feature in the first part when the ladies asked catching-up questions. This ballet soundtrack was meant to capture audience attention right away, also to set up a feminine mood. Bella Ciao melody came in to ring a bell about the preceded MV, then delicately marked the moment of understanding for the ladies.

4 well-known dreams (prosperity, travel, love and society position) were depicted clearly in the first part, then translated to another way under the 5th mom’s family prism.