• Home
• Work

Click to watch full campaign video

02

03

01

Key Visual

Context Album

The "Gen C" campaign's exclusive packaging features two distinct boxes, each designed to represent the father and son. Each box contains different underwear designs for the father and son. The unique feature is that when the two boxes are combined, they reveal the phrase: "Con nhà tông, không giông lông cũng giông sip", which means "Like father, like son, not only in looks but also in the comfort of Coolmate’s underwear."

,

,

.

"Gen C" Special Packaging

,

.

,

I contributed to the conceptualization of the packaging design, ensuring alignment with the campaign’s creative vision and branding guidelines. Additionally, I supported the execution of compelling copywriting for the exclusive box and its leaflet, effectively delivering the product’s unique message and enhancing the customer experience.

Additionally, I supported the execution of compelling copywriting for the exclusive box and its leaflet, effectively delivering the product’s unique message and enhancing the customer experience.

Content Direction Briefing

Created a proposal to approach KOLs and Hot Pages to request for a quotation.

Provided comprehensive briefs with tailored content angles  to ensure alignment with the campaign's key message while preserving their unique creative style.

Developed an influencer and hot page booking strategy aligned with Coolmate's campaign message and brand identity, focusing on creators with family or father-son content.

Influencers, Hot Page Booking Strategy

Interactive Giveaway: "Secret for Father"

Supported content development for the special program “Secret for Father.”

Curated +600 heartfelt letters and shortlisted 100 of the most inspiring and special stories.

Contributed to briefing ideas for the landing page design of the program.

Delivered personalized gifts along with compelling letters to the fathers of the 100 winners.

01/06 - 25/06

Supported the outreach to individuals with the most touching father-son stories from the "Secret for Father" program and invited them to participate in the video.

Video 16/06 - Father's Day

Up Next

Contact  for collaborations
I'm really happy to talk to you over a coffee!

Contact

2025 All Rights Reserved.

✲ MORE INFO

GEN C - MẶC THOẢI MÁI GEN NÀO CŨNG KHOÁI

UNDERWEAR CAMPAIGN

                             Coolmate, a leader in Vietnam's men’s underwear market, faces growing competition as new entrants gain momentum. Despite a 35% growth in Q1 2024, the brand’s underwear category is expanding slower than its other product lines. To maintain its market leadership, Coolmate aims to reinforce its position by emphasizing comfort and diversity. The "Gen C" concept and the tagline 'Mac thoai mai, Gen nao cung khoai" bridge generational gaps, appealing to men aged 18-44, particularly those who prioritize comfort over fashion.

(BACKGROUND)

01

02

03

Context Album

The "Gen C" campaign's exclusive packaging features two distinct boxes, each designed to represent the father and son. Each box contains different underwear designs for the father and son. The unique feature is that when the two boxes are combined, they reveal the phrase: "Con nhà tông, không giông lông cũng giông sip," which means "Like father, like son, not only in looks but also in the comfort of Coolmate’s underwear."

(Father & Son Exclusive Underwear Packaging)

,

,

.

"Gen C" Special Packaging

I contributed to the conceptualization of the packaging design, ensuring alignment with the campaign’s creative vision and branding guidelines. Additionally, I supported the execution of compelling copywriting for the exclusive box and its leaflet, effectively delivering the product’s unique message and enhancing the customer experience.

(Leaflet)

Developed an influencer and hot page booking strategy aligned with Coolmate's campaign message and brand identity, focusing on creators with family or father-son content.

Created a proposal to approach KOLs and Hot Pages to request for a quotation.

Provided comprehensive briefs with tailored content angles  to ensure alignment with the campaign's key message while preserving their unique creative style.

Influencers, Hot Page Booking Strategy

Content Direction Briefing

Supported content development for the special program “Secret for Father.”

Stories Curating

Curated +600 heartfelt letters and shortlisted 100 of the most inspiring and special stories.

01/06 - 25/06

Contributed to briefing ideas for the landing page design of the program.

Delivered personalized gifts along with compelling letters to the fathers of the 100 winners.

Interactive Giveaway: "Secret for Father"

Video 16/06 - Father's Day

Supported the outreach to individuals with the most touching father-son stories from the "Secret for Father" program and invited them to participate in the video.

Up Next

Contact for collaborations
I'm really happy to talk to you over a coffee!

Contact