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MILO

THADINGYUT CAMPAIGN

Thadingyut is one of the most important festivities for Myanmar that see people make a trip to their hometowns and pay homage to loved ones. However, when the pandemic hit, most were unable to travel due to lockdowns. Work and money became increasingly difficult to come by. Our challenge was to drive sales of Nestle’s TDG gift sets while differentiating itself from the key player, Ovaltine in the market.

Learning from our consumers, amidst all the challenges, it’s easy to forget that their family’s health, love and togetherness is a powerful source of their strength to move forward.

The work was designed to inspire/remind people that no matter how tough things are, health, love, and togetherness in spirit with our loved ones and friends is what give us strength to face the tribulations of life, even if sometimes they can’t be there physically.  Nestle’s gift set which consisted of healthy products was a suitable gift that promotes the good health of loved ones.  This was told through a child’s POV and leveraged child-like illustrations successfully differentiating itself from its key competitor.

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