Milo and Ogilvy Vietnam create pronunciation poetry for tricky Vietnamese Olympic athletes
When it comes to pronouncing athletes names correctly, sports commentators find Vietnamese names amongst the hardest. Names such as NGUYỄN THUỲ LINH (Badminton), LÊ VĂN CÔNG (Weightlifting)and NGUYỄN HUY HOÀNG (Swimming) can strike fear into the hearts of even the most seasoned sports announcer. But now, Nestlé MILO, is stepping up to help.
Created by Ogilvy Vietnam, in collaboration with a full Vietnamese team of composers, writers and voice talents, a series of slam poems were crafted to help the world understand and pronounce Vietnamese athletes’ names correctly. Because behind the painfully-hard-to-pronounce Viet-Names, lie beautiful cultural meanings and stories that transcend all language barriers. Each poem was written with a traditional Vietnamese repetitive iambic pentameter that allows you to learn correct pronunciation, without even realizing it – just by listening to inspiring athletes’ stories.
Targeting the commentators of the world’s biggest sport events this summer and sports fans, the audience can access a special Playlist, choose the sports they are interested in, get inspired by the poetic story and within 60 seconds, they will be able to pronounce Viet-Names with ease.
Through the captivating narratives and profound significance behind the names of athletes, people gain a profound insight into the arduous journey of unwavering endurance that is forged over countless years through the realm of sports. In a bold move, Nestlé MILO has unleashed a powerful campaign in the early months of 2024, aiming to underscore the paramount significance and indispensable necessity of endurance for the younger generation and the future that lies ahead.
Le Bui Thi Mai Uyen Business Executive Office- MILO & Milk, Nestlé Viet Nam, said: “Nestlé MILO wholeheartedly embraces the unyielding belief in the endurance of the Vietnamese generation. Through unwavering commitment and substantial investments in grassroots sports platforms, we empower athletes to cultivate their endurance, and we take immense pride in being an integral part of their remarkable journey towards greatness.
“This event stands as an epitome of the most grueling and highly coveted sports challenges that every athlete aspires to conquer. We are privileged to launch a campaign that boldly illuminates the significance of Việt Names, showcasing captivating stories of endurance, resilience and unwavering determination encapsulated within their names. Above all, our mission is to inspire and effectively convey the message of nurturing a resilient and active next generation of Vietnamese.”
Tra My Nguyen, Deputy Managing Director, Ogilvy Vietnam, said: “We truly believe that sports have the power to change lives, especially for Vietnamese athletes who face countless challenges and difficulties. Yet, they exemplify an indomitable spirit and a resilient attitude, overcoming obstacles to establish their own names and national pride. We are committed to honoring and celebrating them, and the best way to do that is to ensure their names are pronounced correctly on the biggest sports stage in 2024.”
Thy Nguyen, Associate Creative Director, Ogilvy Vietnam, added: “Digging deeper into the culture behind Vietnamese names – one that we might have taken for granted. Weeping with pride with the athletes’ stories together. The whole process of making this has been surreal. At the end of every recording, each of us left the room feeling much prouder of our athletes and our names too.”
The campaign is now live across various channels such as Spotify, Youtube, OOH, Social, and will be sent directly to the sports commentators via social media and DM during the Olympic and Paralympic Games.
NESTLÉ MILO. Supporting Partner of Vietnam Sports Delegation in the biggest sports event in 2024.
View the full campaign here or listen to the campaign on Spotify here.
