The TVCreate 2025 advertising film production competition has just ended with the final Gala night, leaving many thoughts on how Gen Z generation approaches national culture through new forms of media.
Tell history your own way
The final gala of the TVCreate 2025 advertising film production competition with the theme “The Echoes of Legacy” was recently held at Hoa Sen University (HCMC). This is an annual advertising film production competition organized by students of the Marketing - Communication Faculty of the school, for students of universities and colleges across the country.
This year, instead of solving the “questions” from commercial enterprises like previous seasons, the Organizing Committee of the contest made a breakthrough when receiving “orders” from the Ho Chi Minh City Museum of History to recreate cultural heritage through creative products, contributing to bringing the image of the museum and traditional values closer to the community, especially young people. The questions given by the Ho Chi Minh City Museum of History made the contest teams spend a lot of time researching documents, surveying the exhibition space and learning how to retell historical and cultural values in a language that is familiar to young audiences.
From a school-level competition initiated in 2010, TVCreate has developed into a national academic playground with a professional scale. This year's competition attracted more than 200 students from 36 universities across the country. Through the rounds, four teams with outstanding products surpassed 68 teams to enter the final round, bringing unique TVC products imbued with national identity. The final gala included exciting competitions, including screening TVC products, presenting test papers, and answering questions from the judges. Each team brought a unique perspective. The "Freedom Girls" team, consisting of students from the Ho Chi Minh City Academy of Posts and Telecommunications Technology and the Ho Chi Minh City University of Foreign Languages and Information Technology, won the championship with the product "History". They recreated the journey of a young person who accidentally met "Mr. Bao", a character symbolizing national memory. Through small details such as the character's story, words, and way of leading, viewers are reminded of the connection between the individual and history.
“Museums cannot tell heritage stories alone. We need the participation of schools, especially students, who have a new approach and a language that is close to the young community. I think that such playgrounds are contributing to inspiring young people to learn, love and be proud of national culture.
When students tell heritage stories from their own perspectives, they not only learn but also become people who spread cultural values in a close, convincing and vibrant way." (Dr. Hoang Anh Tuan, Director of Ho Chi Minh City Museum of History)
Team “De Khong Mot” from Foreign Trade University, Campus 2, won the runner-up prize with the product “0.1 my quality - 99.9 Vietnamese code”. They used images of familiar cultural symbols such as Cham drums, traditional tattoos, lions and dragons... to convey the message: Identity is not opposed to the individual ego but can complement and enrich each other. The two first-place prizes went to the team “Three fishes” (TVC “Su sac”) and the team “Que Te Que” (TVC “Pach di het”). Using animation, graphics and visual storytelling, these teams chose to clarify the content without too much commentary. Both products aim to suggest gentler, more natural approaches when bringing history closer to young people.
In addition, the most favorite TVC award went to POPI team (Hoa Sen University) with the product "Source", as a simple but emotional message about the connection between today's generation and the nation's roots.
Connecting schools, museums and students
Sharing at the event, Dr. Hoang Anh Tuan, Director of the Ho Chi Minh City Museum of History, member of the jury, and strategic partner of the contest, said that he was very impressed with the seriousness of the teams. “We really appreciate the careful preparation and the way the students approached the heritage. There are images and details that seemed to have been forgotten for a long time, but through your lens, they come back to life in a natural and intimate way. That shows that you are not just doing it for a contest, but really have your own thoughts and perspectives on history,” said Mr. Tuan.
Dr. Hoang Anh Tuan also said that the museum's participation in the TVCreate competition is a deliberate and strategic choice for the Ho Chi Minh City Museum of History. The museum is not only a place to preserve the past but also a space to connect heritage with today's community, especially young people. TVCreate, with the creative spirit and students' attachment to culture, has become an effective bridge to bring heritage closer to the new generation, through their own language and form.
“Museums cannot be alone in telling heritage stories. We need the participation of schools, especially students, who have a new approach and a language that is close to the young community. I think that playgrounds like TVCreate Hoa Sen are contributing to inspiring young people to learn, love and be proud of national culture. When students tell heritage stories from their own perspectives, they not only learn but also become people who spread cultural values in a close, convincing and vibrant way,” the Director of the Ho Chi Minh City Museum of History shared and said: The winning products of the teams all demonstrate effort, creativity and uniqueness. There are proposals and solutions that are suitable for the practical activities of the Museum of History, which are suggestions for the Museum to research and implement models to promote heritage, attracting young people to the Museum.
Mr. Nguyen Tien Huy, General Director of Pencil Group, professional consultant and judge of the contest, said that this year's topic was quite difficult, requiring contestants to both understand history and know how to tell engaging stories. Outstanding products are not only creative but also feasible in terms of practical implementation. However, this also opens up many creative directions. "It's not true that talking about heritage is boring. The problem is whether the way you tell the story makes the audience feel related to you or not. I see some products that do that, simple, coherent and not too flashy. Doing so is very commendable," shared the General Director of Pencil Group. With many years of experience working in the field of communications, Mr. Huy said that competitions like TVCreate are a good opportunity for students to try their hand at real topics. Mr. Huy emphasized that competitions like TVCreate are a bridge to help students get in touch with real markets and real businesses, something that classroom curriculum sometimes fails to meet.
Dr. Doan Thi Ngoc Thuy, Deputy Head of the Marketing - Communication Department, Hoa Sen University, said that with the theme "Heritage Echoes", the Organizing Committee hopes that students will retell cultural stories in the way of their generation, so that heritage can spread more widely in the community, especially to young people. "At the same time, through the contest, we also hope to promote creativity in the field of Marketing - Communication, where students not only learn theory but also try their hand at topics related to reality", Dr. Thuy shared.
Source: https://baovanhoa.vn/van-hoa/di-san-duoc-so-hoa-bang-tu-duy-gen-z-142416.html
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