bivina has always been known as an alcohol drink sold in seaside and rural areas that fishermen are core drinkers and they drink bivina to refresh after a long working day. this time, bivina wants to leverage the message that not only does bivina bring the refresh enjoyment but also stands for sea people’s valuable characteristics, such as kind, honest, generous, hard working and optimistic.
so the idea for the 2020 campaign is:
ignite the sea spirit (khơi bừng chất biển)
why “khơi bừng chất biển”?
At first, it was “khơi bừng tinh thần biển” in Vietnamese, however, if we translate “spirit” in a very black and white way as “tinh thần biển” then it may sound too sophisticated and not relatable to the seaside people, especially when the only thing they care about is fish or money to raise their family. so “khơi bừng chất biển” is more mass, easier to remember and has a strong proud tone and mood.
one thing we did not anticipated for 2020 is that all commercial activities are being hault due to covid-19 pandemic, so our communication plan did not go very well as planned. However, we still manage to spread the “sea spirit” on social media regularly to motivate the target audience, like they can still have drinks at home, call their homies, enjoy family fun time without having to go out that much. Sea Spirit is all about optimism, patience, generosity, so why not have a drink while waiting for the “storm” to go?
for more detailed contents, please check out at bivina social posts.
till the “storm” has passed, we launched “dân biển mà” music video to hype up the sea spirit and characteristics: honest, simple-minded, optimistic.
this music video is a collaboration of HJ&PB’s music and script from my team.
chau huynh 
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