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Work — Prudential · BFS Studio, Ho Chi Minh City

Prudential— An Concert

Client: Prudential
Industry: Finance & Insurance
Services: Social Campaign Production
Partner: BFS Studio × Digix
Year: 2023
Credits: BFS Studio × Digix

The An Concert stage seen from the audience, the handwritten An lockup over it

( 01 )

THE BRIEF

Prudential was not selling a concert. An Concert exists to make people feel one specific thing — “An”, the Vietnamese word for a settled kind of calm — and an insurance brand talking about feelings has about two seconds before it sounds like an advertisement.

( 02 )

WHAT WE DID

So the campaign never argues; it just keeps showing the feeling. One handwritten mark, one key visual adapted per artist, and two social series that define “An” the way people actually would — nine everyday moments, then a polaroid for each relationship it belongs to. Eight art-direction routes carried the mid-autumn stretch, the concert itself supplied the quote posts, and a 2'23" documentary took the same word out to a school road in Phú Yên.

( 03 )

OUTCOME

Social content, CSR film and channel management delivered for the concert platform, with eight Mid-Autumn routes produced from one visual system.

( 04 )

THE WORK

The campaign lockup — the word An written by hand in a pink, purple and blue gradient — The campaign lockup — “An”, written by hand

Main key visual — the full cast of performers arranged together — Main key visual — the full cast

Adapted key visual — Mỹ Tâm — Mỹ Tâm

Adapted key visual — Lâm Bảo Ngọc — Lâm Bảo Ngọc

Adapted key visual — Ái Phương — Ái Phương

Adapted key visual — Song Luân — Song Luân

Cover post for the “An là khi” series — “An là khi…” — the series cover

Post from the series — an everyday moment of calm — Nine definitions of calm

Post from the series — an everyday moment of calm — Nine definitions of calm

Post from the series — an everyday moment of calm — Nine definitions of calm

Post from the series — an everyday moment of calm — Nine definitions of calm

Post from the series — an everyday moment of calm — Nine definitions of calm

Post from the series — an everyday moment of calm — Nine definitions of calm

Cover post for the polaroid series — “An là cùng…” — the polaroid series

Polaroid post — a relationship, in one frame — A relationship, in one frame

Polaroid post — a relationship, in one frame — A relationship, in one frame

Polaroid post — a relationship, in one frame — A relationship, in one frame

Polaroid post — a relationship, in one frame — A relationship, in one frame

Mid-autumn art direction route one — Eight ways to draw a moon

Mid-autumn art direction route two — Eight ways to draw a moon

Mid-autumn art direction route three — Eight ways to draw a moon

Mid-autumn art direction route four — Eight ways to draw a moon

Mid-autumn art direction route five — Eight ways to draw a moon

Mid-autumn art direction route six — Eight ways to draw a moon

Mid-autumn art direction route seven — Eight ways to draw a moon

Mid-autumn art direction route eight — Eight ways to draw a moon

Quote post from the concert, one performer under stage light — From the stage

Quote post from the concert, one performer under stage light — From the stage

Quote post from the concert, one performer under stage light — From the stage

Quote post from the concert, one performer under stage light — From the stage

CSR film still — the village in Sơn Thành, Phú Yên — Sơn Thành, Sơn Hoà — Phú Yên

CSR film still — the road outside the school — The road outside the school

CSR film still — a classroom — The classroom

CSR film still — a teacher at the board — The teacher

CSR film still — the schoolyard — The yard

CSR film still — children running — Getting to school safely

CSR film still — children at the school gate — Getting to school safely

Album post — three reasons to come — Album post — three reasons

Vertical miniclip frame — Vertical miniclip

Vertical miniclip frame — Vertical miniclip

Vertical miniclip frame — Vertical miniclip

( 05 )

FILM

CSR film
Đến trường An toàn
Watch on YouTube ↗

Next Tóny Fruit — Fruit Garden of the World

( 06 )

NEXT PROJECT

Tóny Fruit — Fruit Garden of the World case study cover

Tóny Fruit Tóny Fruit— Fruit Garden of the World Branding — Packaging — Key visual

( 07 )

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