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Mot—Campaign launch for Everything Socks
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Introducing Vớ Tất Cả, or Everything Socks, where practicality meets playful wordplay. In Vietnamese, Tất means “socks”, while Tất Cả means “everything”, capturing the essence of these versatile socks. Designed with a convenient side pocket, a pair of Everything Socks allows you to carry essentials like a bit of cash or a key. These socks aren’t just about comfort; they’re about having everything you need, right at your feet.
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Date: 2019—2021
Medium: video, visuals
Role: Art Director
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Introducing Vớ Tất Cả, or Everything Socks, where practicality meets playful wordplay. In Vietnamese, Tất means “socks”, while Tất Cả means “everything”, capturing the essence of these versatile socks. Designed with a convenient side pocket, a pair of Everything Socks allows you to carry essentials like a bit of cash or a key. These socks aren’t just about comfort; they’re about having everything you need, right at your feet.
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As the brand builds a loyal fan base known primarily for our shoes, we aimed to make the launch of our new product, Everything Socks, both unexpected and disruptive. We started with a bold poster to evoke softness and a hint of intimacy. This provocative image is complemented by a series of three photos showcasing the unique functionality of the side pockets of the socks, filled with iconic everyday essentials familiar to Vietnamese culture. For a twist, we added items with a bit of shock value, like a condom and ID card, sparking curiosity and a touch of humour around what Everything Socks can carry.
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We then kicked off our next series, highlighting Everything Socks in everyday activities with the socks as the focal point. The first image captures the character at the start of his day, energised and ready to take on the world.
The second image captures a familiar scene commonly seen in Vietnam. This image emphasises the inclusivity of Everything Socks, showcasing that our products are designed for all ages, from the young to the young at heart.
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The following images showcase Everything Socks as the perfect companion for those private, everyday moments where comfort is key.
One photo captures a young woman in her 20s comfortably lounging in bed, reading manga in her pyjamas. This is a playful nod to breaking taboos in Vietnam, where reading comics as an adult is often seen as unconventional.
Another image captures a person seated on the toilet, fully relaxed in his Everything Socks. These shots emphasise the versatility and unmatched coziness of Everything Socks, proving they’re the go-to choice for everyone in every little moment of their daily lives.
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The stock images on the website maintain the same spirit of sensuality while effectively showcasing the unique side pockets.