Background
From marriage proposals to engagements, and finally, to marriages, those are all meaningful chapters in anyone's life, and it all starts with a simple yet iconic, diamond ring.
But when it comes to jewellery, traditionally, Vietnamese people focus mainly on the physical, not the emotional value.

The objective:
Raise customer's awareness to become the first-thought brand, make customers interested and choose PNJ' jewellery.

The insight:
In Vietnam, "love" comes under heavy cultural pressure. When a couple gets married, they live with the husband's family in the same house. Traditionally, the relationship between a mother-in-law and a daughter-in-law always has been tense. Therefore, every young bride desires to be accepted and cared for from her mother-in-law.

We realize that the pressure from society is "gold" for us to create an emotional connection with consumers of PNJ.

The Idea: 
The campaign emphasizes the role of PNJ in supporting the young generation by upholding women's values ​​through the message "Because you are a priceless gift".

The Execution:
We have made 3 video depicting different meaningful events in a Vietnamese love story, and at the same time expressing the pressures during those great holidays.

At the same time, on PNJ's fan page, we emphasized the message once again with the pillar "For the perfect mini wedding ring". ​​With this series of content, we described the love story of the couple in an enchanting way which PNJ wedding rings played as an important role.

Credits:
Agency: Mirum Vietnam
Creative Director: Khanh Le

My task:
- Come up and execute an idea for the social part including (Online PR, social posts).
- Manage timeline and content quality of the project.

What I have learned:
- How to come up with the idea for the AOC.
- Project management
-  The wedding traditional in Vietnam