Dentsu Redder’s DeRIGHT-V 1.0 for Takeda Vietnam brings the fight against dengue to everyday life

Dentsu Redder and Takeda Vietnam Pharmaceutical have launched the DeRIGHT-V 1.0 campaign to uncover the hidden truth of dengue fever in Vietnam and bring its underestimated dangers to light.

In Vietnam, dengue has been a shadow people live with, known yet underestimated. Many, including a part of healthcare professionals, recognise its danger only after personal or family experience.

The campaign, spoken not in medical terms, but in symbols, stories, and shared moments where people live, play, and explore, transformed this gap into action, turning abstract health risks into tangible, urgent realities.
• At the heart of the campaign was the “Dice of Dengue”, a striking symbol of unpredictability and risk, rolled across digital and print platforms, to remind people leaving health to chance is a dangerous gamble.
• Timed with the peak dengue outbreak season, a digital film, “Stop The Dice”, dramatised the chaos of leaving health to chance, contrasting it with the calm assurance of prevention including vaccination.
• Families discovered a more playful side of health education at “Zoo Against Dengue”, a first-of-its-kind partnership for a pharmaceutical brand with the Saigon Zoo, that transformed animal enclosures into storytelling stations linking dengue complications to familiar experiences, supported by interactive games and on-site vaccination booths.

Brand Representative at Takeda Pharmaceuticals, said: “As a company, we have a responsibility to help communities see, understand, and embrace the protection that medical science can offer. That is why, with this campaign, we wanted to shift quiet indifference to a threat in plain sight into awareness that moves people to act. Dentsu Redder was able to transform medical truths into human language, and shaped experiences that families could touch, see, and carry with them.”

Duy Thong, CEO, Dentsu Redder, said: “Takeda trusted us to let the work breathe in culture, not just in clinics. This allowed us to step beyond a traditional health campaign and to shape encounters that felt natural. We found a way to carry urgency with warmth, and to invite families into the conversation on prevention – carrying public health into the rhythms of everyday life.”

“The DeRIGHT-V 1.0 campaign” represents a game-changing approach in pharmaceutical advertising in Vietnam, blending creativity, cultural resonance, and public health advocacy.

It uniquely combined:
• Cross-sector partnerships (e.g., Saigon Zoo) to reach families in trusted, everyday spaces.
• Powerful symbolic storytelling (“Dice of Dengue”) that turned an abstract health threat into an urgent and relatable call to action.
• O2O engagement (online to offline), ensuring nationwide reach while driving on-the-ground vaccination.

By blending symbolic storytelling with on-ground activations and trusted partnerships, “The DeRIGHT-V 1.0 campaign” moved dengue from background awareness into urgent cultural conversation, setting a new benchmark for how pharmaceutical brands can use creativity to drive both education and action.

Credits
Brand Team
Duy Nguyễn – Senior Brand Manager
Nguyễn Đặng Của – Brand Team
Chiến Trần – Brand Team
Team Strategy & Client
Hoàng Đạo Hiệp – Client Partner
Phan Lê – Strategy Director
Team Creative
Mai Lê – Senior Creative Director
Đạt Hilton – Senior Creative Manager
Lý Bảo Trân – Creative Executive
Tăng Hoàng Yến – Creative Executive
Team Art
Vân Thiên Tường – Art Director
Phú Quý – Senior Graphic Designer
Minh Hiển – Graphic Designer
Tố Tâm – Motion Graphic Designer
Team Producer
Sang Ngô – Head of Production
Beanie – Senior Producer
Hưng Jo – Producer
Team Account
Hiếu Bùi – Account Director
Trang Ái – Associate Account Director
Thịnh Theo – Senior Account Executive
Ý Bùi – Account Assistant
Team Social
Quế Chi – Social Manager
Hương Nguyễn – Associate Manager