Describe the creative idea

Antibio Pro is a newcomer probiotic brand that helps reduce digestive disorders. With an aim to increasing usage frequency, the challenge is how to out-speak other market leaders. Vietnam is a famous food heaven with thousands of street-food. To Vietnamese families, it is their biggest passion point. Street-food is not just an occasional treat but a part of their daily meals. Among most popular street food, there are infamous names causing severe digestive disorders. Eating these “nightmare pleasures” thus are such everyday compromises. With the positioning: Well gut for well-being, what if Antibio Pro can help people to enjoy their favorite yet risky dishes fully? Introducing “The delight that no longer keeps you up all night,” a digital photo album featuring a realm much like an intestine area where iconic, common Vietnamese street-food, though risky in nature, appears to inhabit the area in peace thanks to Antibio Pro probiotics.

Describe the execution

While competitors see this as a too sensitive topic to tap into, we see a “human pain” to ease, an opportunity to disrupt consumers and convince them to take Antibio Pro on a daily basis. Nevertheless, communicating about food illness is never easy. How do we deliver such sensitive topics of street food issues in a pleasant way while ensuring product benefit is well-highlighted? In asset development, we decided to simulate iconic dishes with clay instead of using real food. This material gave us the license to create our own imaginative world where the brand's mascot can freely have fun with the dishes. In this way, we can easily dress up a sensitive issue with an attractive look, just like how Antibio Pro turns your digestive pain into enjoyment. Antibio Pro presents a clay photo series featuring the top 9 most favorites, enjoy-then-suffer street food of Vietnam. Each of them is accompanied by Antibio Pro, as a solution to end this daily compromise. Because every eating delight deserves a happy ending. We collaborated with the most well-known clay artist in Vietnam to produce the album and then spread it through various social channels targeting food lovers all over the country.