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Mot–Campaign launch #ImHome
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The #ToiONha or #ImHome campaign launched during the COVID period, becoming one of our longest-running and most impactful campaigns. As one of the first brands to incorporate the unique social context of the pandemic, this campaign evolved in response to the changing situation, adapting its message and approach to resonate with the community. Through different stages, #ImHome provided valuable information to help keep people informed, while also spreading positivity and hope during uncertain times. Each phase was crafted to support our audience emotionally and practically, reminding everyone that while we may be physically apart, we are united in spirit and resilience.
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Date: 2019—2021
Medium: videos, visuals
Role: Art Director
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At the beginning of the campaign, when the impact of COVID-19 was still uncertain, we used photoshoots to encourage the community to stay active and healthy, following government guidelines. Through these visuals, we suggested everyone find time for exercise and fresh air, whether through safe outdoor activities or simple routines at home. We also emphasised the importance of wearing masks outside, promoting both well-being and safety during those early, unpredictable days.
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For our Vietnamese National Day, we revisited our Artsy Yellow character in the same setting, embodying the spirit of the celebration. This time, he wears a mask, looking up with a sense of hope and a touch of humour.
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As it became clear that this New Year would be the first since peacetime when people wouldn’t gather outdoors, we encouraged everyone to enjoy Mot fireworks in our own unique style, bringing a lighthearted moment and a little giggle during a challenging time.
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As quarantine took full effect, the campaign #ImHome officially launched, encouraging everyone to stay home, professionally and stylishly. Our character embodied this with humour, wearing a professional shirt and Mot Light Grey paired with quirky shorts during his online meetings.
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We encouraged everyone to use this time at home for self-care and relaxation.
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We also encouraged everyone to use this time to care for our beloved Mot shoes. Reposting past video tutorials, we reminded our community of the steps to keep their shoes in top condition.
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This time at home became an opportunity to reconnect with loved ones and revisit cherished memories. Wearing Mot shoes became a new symbol of hope, a reminder that, soon, we’d be stepping back outside to embrace the world again.
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Building on the idea of wearing Mot shoes as a symbol of hope, we created an additional set of visuals to deepen this sentiment.
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To further the #ImHome theme without focusing too heavily on the narrative, we crafted a set of visuals featuring Mot shoes effortlessly integrated into everyday home scenes. Casually placed by the cabinet, under a sunlit window, or resting by the entrance, these images subtly conveyed a sense of comfort, routine, and quiet hope that Mot shoes bring to life at home.
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We also introduced a new program during this period, delivering Mot shoes right to customers’ doorsteps, bringing a little joy to our supportive community.
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With every purchase, we included a pack of face masks and disinfectant spray as a gentle reminder to add an extra layer of care and safety for our customers.
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At the peak of COVID, when going outside was restricted, we introduced a series of graphic-based guessing games featuring Vietnamese proverbs. This interactive campaign encouraged engagement, providing a fun way for people to pass the time while subtly reinforcing our branding in their minds.
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We also launched a series inviting our audience to share what our shoes remind them of, whether it’s the colour, the names, or the feelings they evoke. This interactive approach allowed us to repurpose stock images while sparking conversations, increasing engagement, and connecting our brand more deeply with our community's experiences and memories.