acknowledging that consumers have become more conscious about environmental issue, Aquafina chose to extend their the love for not just fashion but for a more sustainable future. 

and took action, literally.
firstly, change.

a fresher look with less plastic.

secondly, shout out.

we call this is activating the ripple effect. 

bringing fashionable stride to a “greener” state of mind.

in short, this tvc is a story of supermodel thanh hang cat-walking towards the new aquafina bottle, drink it, climbs a water trail (miraculously) and entering a new world of water leaves and water ground.

“IS THAT ALL?” yes.

“IS THERE ANY METAPHORIC MEANING BEHIND?” no.

“HOW DID WE MANAGE TO SELL SUCH SINGLE-MINDED TVC IN THIS DEMANDING WORLD?”

here it is

to tell a story about 

free to shine your green stride
choose Aquafina, free to shine with a more aspirational and purposeful lifestyle

we have gone through rounds of rounds of ideas,

and came up with these following outstanding approaches:

last but not at all least,

previously on “free to shine” tvc (i was not in the process btw), it ends at just thanh hang cat-walking confidently in her water dress. 

now we leverage that stride

in “the path to shine“, we tell a journey to a brand new pure and green world.

in “purity inside out”, we explore the emotional side of human’s connection with the nature.

in “simplify to shine“, we show how simplicity is the key to shine out our purity, from both the packaging and our lifestyle.

the story follows how thanh hang gets rid of unnecessary accessories to freely shine from her pure beauty. then, following the tastiness of Aquafina, she discovers a brand new world with fresh air and greener life.

a simple plot with single-minded message =>  client loves it.

but the biggest plot twist of it all, clients request to

simplify the “simplify to shine”

that is why the final tvc begins with thanh hang discovering the new world and ends with her leading the green stride.

Doesn’t she seem a little bit lonely?

bác Đức, convincing the clients.

well, we’ve always seen thanh hang cat-walking alone, and since the green stride is built to provoke a new lifestyle

so somebody’s gotta join thanh hang to demonstrate that meaningful influence.

That is how we wrap and roll The Green Stride, not just the fashion stride that we’ve been doing for years.

creative director: bác duc

copywriter: anh trinh, chau huynh

art director: chinh nguyen