Cook? Buy? Fami!
A transition from “Nhà Là Nơi” to Fami’s new repositioning.
TVC & Social Campaign
Role: Concepting, Copywriting
To buy
or to cook?
"After a decade of 'Home is where - Nhà là nơi', Fami shifts focus to a new plant-based nutrition positioning. They needed to announce this news, while inherit the family platform.
On soy milk, we Vietnamese people have two main options: Buy from the market, or cook it themself.
Both have their weaknesses, while Fami is the best of both world
That’s the premise for the campaign’s TVC.
Social Strategy for Fami also need a transition from the original “house” to “nature”.
I suggested using the good old “Nhà là nơi” melody to tell the journey of opening the house and stepping out to the green. That resulted in a Music Ads and a series of social content followed.
Please click on the Ad to play.
