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Don't help mom
When Ariel wants to launch their 'Share the Load' campaign in Vietnam, it sounds like another OMO's helping mom promise.
So we decided to say something OMO can never say: 'Don't help mom'. Because while helping is good, it reinforces the convention that laundry is a mom's job, and the rest of the family is just 'helping' her.
Role
Concept, Filming & Editing
Unexpected
Young Lions Gold in Film
+ 1 agency offers interview
(This campaign was executed in Vietnamese, and translated to English)
![[English] Realizing the Dream Young Lions 2022 copy 3.png](https://static.wixstatic.com/media/468032_64bd692008184d68b08e6de3b839ec6b~mv2.png/v1/fill/w_688,h_387,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BEnglish%5D%20Realizing%20the%20Dream%20Young%20Lions%202022%20copy%203.png)
![[ENGLISH] Ariel share the load dunggiupme.png](https://static.wixstatic.com/media/468032_af62da05c0f6441b9791f37bd3a8eead~mv2.png/v1/fill/w_688,h_387,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BENGLISH%5D%20Ariel%20share%20the%20load%20dunggiupme.png)
![[English] Đừng Giúp Mẹ Ariel Print Ad 1 copy.png](https://static.wixstatic.com/media/468032_4434a249fa9f43a38c4d07ffd7141212~mv2.png/v1/fill/w_688,h_974,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BEnglish%5D%20%C4%90%E1%BB%ABng%20Gi%C3%BAp%20M%E1%BA%B9%20Ariel%20Print%20Ad%201%20copy.png)
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