Say no to false advertising
Since 2020, the Vietnam Advertising Association, together with the Ministry of Culture, Sports and Tourism, management agencies, localities and the creative community, have joined hands to initiate the Vietnam Creative Advertising Awards - Van Xuan Awards.
In 2023 to 2024, the award received more than 2,200 entries, bringing together nearly 400 leading brands, agencies and production houses. Nearly 500 CEOs, CMOs and business leaders attended the event. About 200 experts accompanied the judging process - bringing an objective, in-depth and multi-dimensional view to each work.
Notably, the awards have created a strong influence with more than 410 million views, 500,000 interactions and nearly 336 million social media reach. Along with that are billions of reach via LED OOH & LCD. In addition, the awards ceremony over two seasons has attracted about 70,000 live audiences and up to 9 million online views on the TikTok platform.
The award has also contributed to concretizing the project to build and promote the national brand of creative advertising that the Ministry of Culture, Sports and Tourism is implementing. Each category, each judging round, each accompanying activity is organized with a high sense of responsibility, aiming at international standards but still maintaining Vietnamese identity.
Mr. Tran Viet Tan, Vice President of Vietnam Advertising Association, Chairman of the Board of Directors of VINAMA Media Joint Stock Company, and Deputy Head of the Organizing Committee, said that the Award has played a role in connecting management agencies, businesses, experts and the creative community to identify, especially connecting and nurturing the young generation - a force that will contribute to shaping the appearance of the Vietnamese advertising industry in a professional, creative and sustainable direction.
Mr. Nguyen Truong Son - Chairman of the Vietnam Advertising Association, Head of the Organizing Committee of the Van Xuan Awards emphasized: "The award was born with the desire to build an award with Vietnamese identity, honoring advertising ideas that are not only effective in communication but also contain cultural depth, contributing to spreading positive values to the community, saying no to false advertising, and upholding the law".
Director of the Department of Grassroots Culture, Family and Library Ninh Thi Thu Huong emphasized that, in the face of recent controversies over some products with exaggerated quality advertisements as well as counterfeit and poor quality goods, the contest's Organizing Committee had to review the awards given over the past two years. As a result, all the award-winning works were not involved in the recent controversies.
Spreading Vietnam's image to the world
Through the seasons and the entries, the representative of the Organizing Committee said that the Vietnamese advertising industry is tending to both globalize and localize. This shows that Vietnamese brands are more confident in telling stories that are imbued with national identity.
At the same time, we also see the application of international creative trends and modern technology to campaigns. This is the right path, preserving identity but not being closed, learning from the world's best to serve the domestic market and reaching out to the international market.
Notably, each season, the awards have more than 550 million interactions, contributing to shaping trends and creating waves in the advertising industry.
Referring to the factor of "traditional customs" with innovation and international integration, the representative of the Vietnam Advertising Association said: Creativity does not mean breaking standards, but the ability to renew existing values.
It is possible to innovate in the way of expression, storytelling, and connecting with the public, but it is based on the foundation of Vietnamese cultural materials and ethical standards that have been forged over many generations. Encouraging creative, profound works that reflect the spirit of the times but still respect national identity is what the award aims for.
Discussing further about the award as well as expressing the desire to spread the image of Vietnam to the international awards, some delegates said that the award should continue to be a place to gather advertising works with strong identity - from traditional materials, human stories to the spirit of the Vietnamese era.
At the same time, the award needs to improve professional standards, promote bilingual communication and enhance international exchanges, in order to motivate the creative community to reach regional and global levels.
Mr. Nguyen Truong Son also said that the Vietnam Advertising Association has a specific plan to bring the award to the international level such as: Negotiating with leading advertising associations in the ASEAN and Asia regions to establish a network of connections, exchange judges and share evaluation standards. Next is to cooperate with major technology platforms to digitize the entire participation process, reaching more audiences.
And it is indispensable to build an international exchange program, invite world experts to participate as judges, and create opportunities for Vietnamese works to be introduced at international advertising events.
The Chairman of the Vietnam Advertising Association also expressed his wish: If you believe that the media can change the way the world looks at Vietnam, if you are a person who tells Vietnamese stories with ideas, images and emotions... do not miss the opportunity to become a "National Storyteller" at this Award. And together let's write a new chapter for Vietnamese identity - with words, images, sounds... and unlimited inspiration.
Source: https://baovanhoa.vn/van-hoa/noi-khong-voi-nhung-quang-cao-sai-su-that-150836.html
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