Toshiba TV Vietnam: Winning IMC Pitch & Campaign

Turning the pitch-winning territory “Real” into one visual principle, the image crossing the TV frame, across 4 campaign waves.

Objective

Bring Toshiba TV back to Vietnam with a distinct position: against feature FOMO, real value for real needs

Result

Won the IMC pitch · one visual principle across 4 campaign waves: football, sound, Halloween, Tet

Role

Visual Concept & Art Direction, Key Visuals

Responsibilities

Visual concept development · Art direction for each key visual · On-set art direction for the Tet shoot · Hands-on execution to final output

Team

Five-person IMC pitch team at VCCorp / Admicro: Creative Manager Yui Phan, Account Diệu Hạnh, Planners Phú Vinh and Hoàng Quốc

In 2022, Toshiba TV was preparing its return to the Vietnamese market after a long absence. Competitors were selling brighter-than-real images and ever longer feature lists that most people never use but still pay for. Our five-person IMC pitch team went against that current with a single territory: "Thật" (Real), real color, real image, real value, a call against FOMO that asks people to pay only for what they actually need in a TV. The proposal won the Toshiba account.

A word like "Real" only carries weight when people can feel it, not when they read it. Working from the campaign platform and copy, I turned the territory into one visual principle shared by every key visual: what happens on screen is so real it crosses the TV bezel and enters the physical world. The disappearing line between screen and room becomes the proof of the promise, in place of another claim about sharpness.

Each message then applied the principle in its own way. For football season, the match spills into the family living room, making watching from home feel like being at the stadium. The sound campaign opens into a surreal, Alice in Wonderland-inspired world to express an immersive audio experience. Executions for color, picture quality, Halloween and Tet explored the same relationship between screen and reality.

For Tet, the art direction carried into production: the studio shoot with Gia đình Cam Cam, on-set direction and the final campaign output.

One principle let the campaign change with each product, message and season without rebuilding the visual direction every time. Toshiba TV went to market with the tagline "Thật, không tưởng" (Real, beyond imagination) and a promise of products that are "enough, and real". What started as a keyword in a proposal became something people could see.

Press · GenK, 15/11/2022 · CafeBiz, 12/11/2022

Read more · Why the Word “Real”?