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The work got into Top 7 Integrated Category of Vietnam Young Spike 2016. With the aim of lauching the new bottled water product, Aura, and following the brand's philosophy, we developed the campaign plan through examining a new perspective, the 'negativity'.
We create an imaginary society called ‘depressed city’ where depression and other bad feelings are considered norms. Happiness and positivity are so alien to them that when the ‘happy symptom’ started to spread, they try to fight back. But in the end, when they actually experience the ‘happy symptom’ themselves, they realize they should have been happy long ago instead.
THE AURA SYMPTOM
Arpi Team
Phase 1:
THE SYMPTOM
In the first stage, we plan to launch a TVC that takes form of a breaking news announcement.
The news is reported from a channel of the depressed society, mentioning about a happy symptom that never happened ever before. For Aura is a completely new brand getting into a market, we want it to make a noticeable entrance. Therefore, the aim of this stage is to draw attention from audiences.
Phase 2:
THE OUTBREAK
For the next stage, we makes another TVC to show the spreading of ‘happy symptom’ has reached a peak. Along that, a gameshow called ‘Depression Room’ will be aired where we let the contestants challenge the different depressed situations by their positive power.
Phase 3:
THE NEW BEGINNING
For the last TVC, we will show the realization of the citizen of the depressed society that being happy is better than being depressed. The stickers on the campaign’s bottles can be peeled out to reveal the hidden positive messages inside. Customers can also personalized the message to give to other people they care about, because the message from Aura is ‘Happiness worths spreading’.
