THE PRIDE OF “DAN TO” ?
ĐẲNG CẤP “DÂN TỔ” ?
BACKGROUND
Illegal street racing (dân tổ) has long been a major problem in Vietnam’s big cities.
The National Traffic Safety Committee needed a breakthrough in communication,
as past fear-based campaigns had completely failed.
INSIGHT
Warnings from society didn’t work – they became badges of pride for the racers.
Their weakness isn’t fear – it’s ego.
IDEA
Instead of preaching as “outsiders”, we let the “insiders” expose the truth themselves
– making “dân tổ” feel ashamed of their pride.
THE PRIDE OF “DAN TO” ?
ĐẲNG CẤP "DÂN TỔ" ?
BACKGROUND
Illegal street racing (dân tổ) has long been a major problem
in Vietnam’s big cities.
The National Traffic Safety Committee needed a breakthrough in
communication, as past fear-based campaigns had completely failed.
INSIGHT
Warnings from society didn’t work – they became badges of
pride for the racers. Their weakness isn’t fear – it’s ego.
IDEA
Instead of preaching as “outsiders”, we let the “insiders” expose
the truth themselves – making “dân tổ” feel ashamed of their pride.
Credits
Conceptual Creative / Copywriter / Art Direction:
Vu Sinh Quyen BM
Personal Project | Tools: Generative AI, Photoshop
Credits
Conceptual Creative / Copywriter / Art Direction:
Vu Sinh Quyen BM
Personal Project | Tools: Generative AI, Photoshop
ENJOY ANOTHER FRESH WIND:
ENJOY ANOTHER FRESH WIND:
Vu Sinh Quyen BM
Creative Copywriter
An ordinary person craving to
do extraordinary things
Gmail: vusinhquyenbm@gmail.com
Website: https://www.vusinhquyenbm.com
Linkedin: www.linkedin.com/in/vu-sinh-quyen-bm
Vu Sinh Quyen BM
Creative Copywriter
An ordinary person craving to
do extraordinary things
Gmail: vusinhquyenbm@gmail.com
Website: https://vusinhquyenbm.com
Linkedin: www.linkedin.com/in/vu-sinh-quyen-bm