2014 VYS: Final Round: The Zoo+
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The document discusses barriers preventing individuals from expressing their true selves, including social norms, stereotypes, and personal insecurities. It outlines a campaign by Sprite aimed at encouraging teenagers to overcome these barriers through awareness, engagement, and community support, culminating in a celebratory reveal of their unique identities. The campaign will feature interactive elements like limited edition products and short films to illustrate transformation and inspire participation.
2014 VYS: Final Round: The Zoo+
- 2. WHAT HINDER PEOPLE TO BE THEMSELVES? 1. Objective barriers from social norms, common stereotypes, family and friends. Nobody wants to be eccentric, so people tend to follow social norms just to be ‘alike’, be usual, be ‘right’, whether it may ‘not right’ for some. We are also afraid of being criticized, even when criticism purely comes from stereotypes. Parents and friends sometimes are also the reason, since we care about what they think and don’t want to fight against them. 2. Subjective barriers from shyness, procrastination, hesitation For some people, it’s not family or society pressure, but cages are in their own minds. Because of shyness, they don’t dare to reveal their ego, hesitate to challenge their beliefs and procrastinate to get out of their comfort zones. Eventually, they become blurred in front of others, gradually losing their selves.
- 3. SPRITE – BE YOURSELF. SHINE YOUR SELF. Chần chừ gì mà không thể hiện? The campaign aims to tackle the subjective barriers, to raise awareness about the problem, calling teenagers to break the cage in mind and reveal their true unique selves. Big Idea: “Self” is what distinguishes you from others, the unique attributes and qualities that make you who you are. It’s critical to be true to yourself, and that true self, special or not special, cool or not cool, deserves to be proud, and be shined out.
- 4. PHASE 1 : TEASER We set up ambient at high schools and universities around HCMC. Three versions of ambient hide the metaphor of “an invisible barrier that hinders you to shine”. The ambient is supposed to attract attention and raise curiosity among teenagers. We expect them to take and share photos to spread out the idea.
- 5. PHASE 2 : PROBLEM RAISING Sprite will launch a ‘limited edition’, called the “Shine Your Self” can. This can will have a blurred label outside, as the metaphor of a person with a “blurred self”. The can will also reflect other surrounding cans, just like a person if doesn’t have a particular personality, he or she will follow and imitate others’ style. The blurred label can be torn down to reveal the “Shine Your Self” can inside.
- 6. Open with a teenage girl in a classroom. Arms holding, she keeps moving like she wants to raise her hand, but an invisible barrier doesn’t allow her to. Cut to a boy in a school hall. While his friends are practicing for a flash mob dance, he stands in a side, keeps moving like he wants to join but an invisible barrier holding his leg, not allow him to. Switch to a lecture room. A boy hides in the corner, holds down his head, doesn’t dare to talk to anyone. It looks like there is an invisible barrier separating him with the rest of the room. VO: Sometimes, barriers are not from others, cages are in your own mind. Cut to the blurred, reflective Sprite can. The blurred label is torn down, revealing the ‘Shine Your Self’ can inside. VO: Break the cage. Back to those 3 characters. Now they can fully express themselves. The girl raises her hand and answers the question with confidence. The boy joins the flash mob dance, even stands in front and performs a brilliant move. The other boy joins his classmates and chitchat with joy. VO: Be yourself. Shine your self. PHASE 2 : PROBLEM RAISING
- 7. PHASE 3 : PROBLEM SOLVING We call shy teenagers who are not confident with themselves, who don’t dare to reveal their true selves to join the program. Sprite will approach to help them to define their problems, overcome their subjective barriers and shine their inner light. We turn the stories into short films and make them viral on Youtube. Together with the website, a giant Sprite can will be set up at Nguyen Hue Street. First, the giant can has a blurred cover. Then, every time a ‘transformation’ completes, a piece will turn over to reveal the character and his or her story will also be aired on screen. CALL TO JOIN BREAK THE BARRIERS GO VIRAL REVEAL ON THE GIANT CAN
- 8. PHASE 4 : CELEBRATION Finally, when the giant is fully filled with faces and stories, the blurred cover will disappear. The can will turn into the ‘Shine Your Self’ Sprite can. All characters featured in the campaign, who have been successfully ‘transformed’ thanks to Sprite will be invited to celebrate their shiny selves.
- 9. THANKS FOR YOUR ATTENTION ! - THE ZOO+ -