Ogilvy Vietnam and Nestlé MILO spotlight lesser-known sports with ‘See Games Equal’ campaign

“Football is king.” In Vietnam and across much of ASEAN, sports like wushu, kabaddi, and sepak takraw rarely receive media attention. This SEA Games 33, Nestlé MILO is rewriting the scene with “See Games Equal”, a campaign that puts lesser-known sports in the spotlight at Southeast Asia’s biggest sporting stage.

For decades, MILO has featured popular sports such as football and basketball across its iconic green packs, inspiring generations of kids to get active. This year, MILO is changing its playbook by giving that green space to sports that often go unseen. For the first time, games like sepak takraw, jujitsu, and pencak silat will appear on the packs that millions of Vietnamese kids see and look up to every day.

To launch the See Games Equal movement, Ogilvy Vietnam and MILO gathered over 30 real kid athletes (and a horse) from across Vietnam for a green-screen shoot. No scripts, no staging—just kids showing the grit and passion for their sports. Their best moves were captured live and placed onto MILO packs, with the kids’ unfiltered joy of seeing themselves on the product recorded.

MILO let the kids wear their own well-worn training clothes, preserving the authenticity and pride of their sports. The film aired during a SEA Games football match, when viewership peaks, to remind audiences that beyond the stadium lights, many sports are fighting for visibility and a future. The film now runs across Vietnam’s major TV networks and cinemas.

As SEA Games is taking place, MILO brings its green space across the country so every kid – playing whichever sport, no matter big or small, can have a chance to appear on their beloved green milk pack.

Le Bui Thi Mai Uyen, Business Executive Officer of Nestlé MILO Vietnam, said: “At MILO, we believe that no matter what sport kids choose, they can grow from it. Every effort deserves to be celebrated. The same MILO green pack that inspired generations of football and basketball players will now become the source of energy and inspiration for the next Ju-Jitsu or Woodball athletes.”

Tra My Nguyen, Managing Director of Ogilvy Vietnam, said: “Generations of Vietnamese kids have started their mornings with a MILO green pack in hand. Now, they’ll see their own sports proudly displayed on the packs they’ve grown up with. And who knows, one of the young athletes MILO featured today could become tomorrow’s SEA Games or even Olympic champion.”

Tran Ngoc Thanh, Vietnamese Tug of War Athlete at SEA Games 33, said: “When I learned about this campaign, I was deeply moved. Our sport (tug of war) has grown through a long, quiet journey – self-funded and self-sustained. It wasn’t until See Games Equal that we finally felt seen.”

Creative duo Thy and Vu from Ogilvy, added: “Sport becomes equal only when we see all sports as equal. The SEA Games include some of Asia’s most beautiful and culturally rich sports that simply don’t receive enough love. This campaign gives them the spotlight they deserve.”

Beyond SEA Games 33, Nestlé MILO Vietnam is committing to integrating more diverse sports into its packaging, turning its iconic green space into a long-term platform for sporting equality, and a symbol of pride for every young athlete across the country.