Creative lead: Ha An
Art director: Dart Nguyen
Designer: Chau Nguyen

The scope:

Building up social guideline based on local concept to launch CeraVe as a brand for the very first time in Vietnam

The challenge:

The big idea "Khóa ẩm làn da, Cê ra khô ráp" is quite witty to demonstrate brand role but it's tricky to cascade to execution actually. At the first time building the guideline, I just guide the team member to gather social slang to make it GenZ relevant but then, I found out the slangs we found are almost bilingual pun and we could develop some more to make a collection for the guideline.