(To Quoc) - The Van Xuan Awards 2024 - Vietnam Creative Advertising Awards - has officially returned, gathering thousands of excellent entries from leading brands, with explosive and impressive creative advertising campaigns. Every year, Van Xuan Awards is not only a place to honor excellent advertising campaigns, but also an opportunity to promote and honor cultural values, especially Vietnamese cuisine. This year, the advertising campaigns focus on Vietnamese cuisine, an indispensable part of the national identity, making the award even more special and noteworthy.
With the participation of more than 1,200 entries from large and small brands nationwide, Van Xuan Awards 2024 is not only a creative playground but also a wonderful spiritual party, where unique ideas about Vietnamese cuisine are displayed and honored in the most creative way. These campaigns not only showcase special dishes, but also convey profound cultural messages about love and national pride.
Vietnamese Cuisine - Cultural Identity and Quintessence
Vietnamese cuisine has long been an indispensable part of the country's cultural promotion journey. With its rich ingredients, sophistication in preparation and combination of natural elements, each Vietnamese dish contains cultural and historical stories typical of each region.
While the world is gradually discovering Vietnamese cuisine with dishes that are rich in traditional flavors such as pho, banh mi, banh cuon or goi cuon, this cuisine is also constantly developing and innovating, bringing new trends, combining tradition and modernity. Therefore, advertising campaigns related to cuisine are not simply about introducing dishes, but also a way to portray and convey the cultural identity of Vietnamese people through each dish, through each campaign.
Van Xuan Awards 2024 - Advertising Creativity Festival honoring Vietnamese culture
Van Xuan Awards 2024 is not only an award for creative advertising campaigns, but also an opportunity for brands to express their love for Vietnamese culture, especially the nation's unique cuisine. This year's contest campaigns brought many surprises, from bold ideas to subtle expressions of the flavors, images and stories of each dish.
The advertising campaigns at Van Xuan Awards 2024 all have one thing in common: they not only focus on advertising creativity but also a deep connection with the culture and culinary traditions of Vietnamese regions. This is the factor that makes Van Xuan Awards different from other advertising awards.
Outstanding campaigns at Van Xuan Awards 2024
To better understand how brands have demonstrated their creativity and spirit of honoring Vietnamese culinary culture, we will explore three typical campaigns at Van Xuan Awards 2024.
1. VIFON - Vietnamese Pho Universe: Delicious is here
During more than 60 years of establishment and development, VIFON has always been a familiar name to Vietnamese consumers, especially in the field of processed foods. However, this brand does not only stop at developing convenient products but also focuses on improving quality and flavor, bringing Vietnamese pho to the world.
This year, VIFON has brought a creative advertising campaign called "Vietnamese Pho Universe", with the participation of Miss Poland 2022, Aleksandra Klepaczka. This is an extremely elaborate TVC campaign, with 3 pho universes expressed through the elements of time, space and culture. Vietnamese Pho is not only a dish, but also a national pride, a representative of cultural exchange, bringing inspiration to viewers.
TVC VIFON: The universe of Vietnamese pho, delicious is here.
TVC video link HERE
The TVC "Vietnamese Pho Universe" has succeeded in creating an interesting story, making viewers feel that pho is not just a dish but a colorful universe with separate stories, from traditional pho to modern pho, from pho of the people to pho of luxury restaurants. This is one of the outstanding creative campaigns, reflecting VIFON's internationalization orientation.
2. Hang Son Fish Cake - Preserving Hanoi's flavor
One of the impressive campaigns at Van Xuan Awards 2024 is "Cha Ca Hang Son - Preserving Hanoi's Flavor". This is a TVC campaign of Cha Ca Hang Son, a famous culinary brand in Hanoi, in collaboration with Ocean Brothers Agency and Dukick Advertising Film. The campaign recreated the development journey of Cha Ca from the 1870s to the present, affirming the position of this dish in the hearts of Hanoians and tourists from all over. Cha Ca Hang Son has existed for more than a century, from its appearance in restaurants along West Lake until now, becoming an indispensable culinary symbol.
TVC "Hang Son Fish Cake - Preserving Hanoi's Flavor"
TVC video link HERE
The campaign's TVC successfully connected the past and present, recreating the fish cake dish through four historical periods, from the 1930s, 1980s, 2000s to 2024. Each period has changes, but the fish cake dish still maintains its own identity, as a historical witness, closely associated with the development of the capital. In particular, the participation of Meritorious Artist Chieu Xuan in the TVC brought a profound humanistic message about the responsibility to preserve and develop Vietnam's culinary cultural heritage.
The Cha Ca Hang Son campaign was an exciting challenge for Dukick as they first experimented with the TableTop filming technique, marking a major step forward in the advertising film production industry. This was not only a technical success, but also a tribute to the Vietnamese culinary industry. Every precious moment in the TVC was captured with high precision thanks to Robot Arm technology, providing sharp and vivid images. In particular, De-aging technology helped Meritorious Artist Chieu Xuan return to her youth naturally, still retaining her characteristic beauty, helping to recreate the cha ca dish as a historical witness, going through the development periods of the capital. Both images, sounds and technology were meticulously invested, bringing a perfect advertising product in terms of art and technique.
3. 333 Pilsner Beer – New Beer Taste, Extremely Smooth
333 Pilsner is one of the prominent brands in the Vietnamese beer industry. This year, with the campaign "New Beer Taste, Extremely Smooth", 333 Beer has proven that Vietnamese beer is not only a familiar drink but can also reach new heights in quality and experience. After launching 333 Pilsner, the advertising campaign has attracted strong attention from consumers, with more than 4 million views on YouTube.
TVC Beer 333 Pilsner - New Beer Taste, Extremely Smooth
TVC video link HERE
Supported by Ogilvy and Ginger Shots, the campaign affirms national pride in Vietnamese culinary culture, while making 333 Beer a symbol of cultural connection through every sip. Famous KOLs such as Trang Phap, Song Luan, and Huy Tran also participated, sharing their feelings about the product, helping the campaign spread strongly on social networks.
Van Xuan Awards 2024: Honoring Vietnamese Cuisine
Impressive advertising campaigns such as VIFON, Cha Ca Hang Son and Bia 333 Pilsner not only highlight creativity but also bring stories about Vietnamese cultural heritage and culinary identity, thereby spreading national cultural values everywhere.
The awards’ Creative Fest & Gala Night will take place on December 19, 20, and 21 at Nguyen Hue Walking Street in Ho Chi Minh City. This will be an opportunity to discover the outstanding campaigns that were honored and witness the advertising talents shine.
Let's look forward to this pinnacle event and see the best works in the advertising industry that will be honored at Van Xuan Awards 2024.
The Vietnam Creative Advertising Awards - Van Xuan Awards is a prestigious annual national award organized by the Ministry of Culture, Sports and Tourism (MOCST), Ho Chi Minh City People's Committee and the Vietnam Advertising Association. The program is implemented by the Department of Grassroots Culture, the Department of Culture and Sports of Ho Chi Minh City, and VINAMA Media Joint Stock Company, with the aim of honoring innovative advertising campaigns, contributing to the development of the Vietnamese advertising industry.
The program is part of the activities to build and promote the national brand in the Strategy for the development of Vietnam's cultural industries to 2020, with a vision to 2030, aiming to contribute to the development of cultural industries and promote the image of Vietnam. Initiated in 2021, the award has now been officially upgraded to a national award in the advertising industry.
Source: https://toquoc.vn/van-xuan-awards-2024-kham-pha-tinh-hoa-am-thuc-viet-ket-noi-ban-sac-van-hoa-moi-huong-vi-20241202143745884.htm
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