Sell The Unsellable - Vietnam's First Creative Talent Screening

Happiness Saigon is the Creative Connectivity Agency. It’s well-known for designing systems that connect brands that trigger emotions and trigger business. The agency believes in the power of ideas, the power of humanity, and in happiness.

Happiness believes #IdeasMatter, and in this light it aimed to celebrate the creativity of all young practitioners, regardless of their experience by organizing Vietnam’s first Portfolio Night – a global event initiated by the One Show Club of Creativity and organized on 22.05.2019.

Happiness gave the global contest, a local spin adding the challenge for creative young talents to Sell the Unsellable, or basic items that today don’t have a purpose in the digital era such as a rotary phone, a floppy disk, a cassette, and a radio.

Happiness prepared four blank ad templates, featuring the obsolete objects leaving the young talents the space to come up with the idea to sell it.

The attendees of Portfolio Night had to apply their creativity to crack the brief and try to sell those items to prominent experts, Saigon’s 11 biggest creative names coming from international and local creative powerhouses such as Leo Burnett, DDB, The Lab, Rice Creative, Circus, The Secret A, Dinosaur, MullenLowe, Happiness Saigon and brand leaders from Pepsi and Vietcetera.

The challenge stirred up excitement among the community of aspiring young creatives. On the event day, Happiness Saigon welcomed a maximum of 40 participants with a multitude of ideas – a total of 112 – determined to impress the judges with their works, althewile catering and music was organized to sooth the mood (thank you, Tomatito!).

After 3 hours of critical reviews, insightful feedback and countless offers, Ms. Đàm Anh Thư was crowned Vietnam’s first Portfolio Night All-star with her creative twist on the old rotary phone. Her work was highly praised by the judges for the power of the idea, in support of her careful research, and high-level craftsmanship in execution.

Thư will be on her way to New York this August to attend The One Show’s All-Star Portfolio Night, but before that, she will kick-start her career in advertising with a job at Happiness Saigon.

As for Happiness Saigon, this confirms the need to design and organize activities that inspire, guide and steer talents towards the understanding of the power of ideas, and the positive lever it has for advertisers, and their business results.

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