The document discusses the disconnect between Vietnamese teenagers and their parents regarding personal identity and passions. It highlights a campaign aimed at encouraging parental support for teen interests and includes a public stunt featuring a teenager named Gangnam to raise awareness and promote acceptance. The campaign encourages sharing stories of passion and receiving parental endorsement, emphasizing the importance of glorifying youth interests.

1. 2014
VIetnam
young spikes
team
pause

2. PROBLEM
INSIGHT
In Vietnam, teenagers are not seeking proper belief and
support from parents for personal choice of identity.
Vietnamese parents love fame.
They underestimate their children’s passion
until it is widely public recognized.

3. strategy
be yourself
parental
support
= +
The evolution of current campaign

4. objective
solution
PARENTS’ SUPPORT towards how teenagers choose to live.
Glorify
the passions of teenagers.

5. message

6. http://www.parent-thumbsup.sprite/
TELL US YOUR STORY!
NAME:
D.O.B:
ADD:
SCHOOL:GANGNAM
“I want to wander around all
the alleys to taste hidden
street food. But my parent
think it’s just a time waste...”
tell us what
you love to do
but parents are
against with?
day 1
mini
site

7. day 2
The crew secretly follows Gangnam
after he leaves school.
Then, the crew celebrates him
in surprise.
Next day, his images bombard all
means of communication.
public
stunt

8. day 3
pr
TV

9. day 3
REC
REC
REC
REC R
REC
The crew approaches Gangnam’s
parent for interviews.
While they are watching his
document, their reaction is recorded
and broadcasted.
Parent thumbs up to show their
support.
public
stunt

10. Right after parent thumbs up,
they moderate the change
on the billboard.
digital
billboard