How did we challenge the society full of tiger moms who think play is unbeneficial?

TBWA \ Vietnam

No TVC, no viral clip, not even print ad. Instead, we created an entire musical play about, well, play!

With the key message of “Play Matters”, a musical play named “Bé Chịu ChơI” was pulled off under tight timeline .

The plot was simple yet impactful. The play is the wake up call to moms, making them realize that the bond between kids and toys is an important part to the childhood of their children and playing means so much more than just killing freetime, waiting for the next class.

Many moms left the theatre planning to brings their kids to the playground next weekend.
And kids? They didn’t even want to leave the theatre.

Landing page: https://ticketbox.vn/bechiuchoi

Credits to:

Creative Lead: Chau Chan Quyen

Copywriter: Ha Van Trang, Cian Duggan

Account Management: Chuyen Vu, Tran Minh Trang, Duong Thi Thu Trang

Screenwriter: Nguyen Khac Duy

Director: Nguyen Tan Loc

Music Composer: Vo Thien Thanh

Art Supervisor: NSUT Thanh Thuy

Drama group: Buffalo

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We also ran a social media campaign where the play's characters came to life, have their own Facebook's account and chase each other around on Facebook's posts.