INTELLECTUAL PROPERTY All work created as part of this competition remains the property of AiiM and can be made available for use by the Sponsor and Supporters. Any violation of the intellectual properties will be subject to legal action. SỞ HỮU TRÍ TUỆ Tất cả những ý tưởng/ sản phẩm được tạo ra trong suốt cuộc thi thuộc quyền sở hữu của AiiM. AiiM có quyền cho phép Nhà Tài trợ và các Đơn vị Hỗ trợ sử dụng những ý tưởng, sản phẩm này. Bất kỳ hành vi vi phạm quyền sở hữu trí tuệ nào cũng có thể dẫn đến trách nhiệm pháp lý.

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+ -