How to bridge the gap
between winning in sport
and academic achievements?
MILO reminds them that sport is also a great teacher through a thought-provoking campaign.
In Vietnam, moms value academic achievements over sport, which makes MILO - a nutrition product that fuels energy for kids - gradually faded out of their shopping carts.
Using a Vietnamese idiom taught in school books - “CÓ CHÍ THÌ NÊN” (“With Grit Comes Glory”), MILO showed moms that there are values that kids cannot learn from books only. With patience and hard work, kids learn the value that leads to success through sport - GRIT.
Directed the talented Henry Mason, the action-packed film glorifies challenging moments kids face but keep pushing through with Grit. No Voice Over was needed in this film since we have turned the familiar phrase “CÓ CHÍ THÌ NÊN” into a chant to cheer on the kids.
Thematic Film
Scenes from the thematic film
OOH
Creative team: BJ Galinato, Nguyễn Huy-Vũ, Vy Lê, Quân Võ
Director: Henry Mason, PH: Laughing Buddha