COLOSBABY 2025 PITCHING

SOCIAL CAMPAIGN

DESCRIPTION

A social campaign pitch for ColosBaby Lactoferrin, focusing on mothers with C-section babies.

The project explores a more emotional approach to connect with mothers beyond rational messaging.

This case presents one of the proposed ideas, developed through a visual cue and applied across different executions.

ROLE

Visual Cue Development

Visual System Development

Mockup & Execution Direction

CREDITS

Xuan Minh , ACD

Hien Huong, Art director

Phuong Anh, Copywriter

VISUAL CUE

Inspired by colostrum and the natural bond between mother and baby.
A starting point for translating nourishment into connection.
The visual cue brings these elements together into a simple form. A symbol of the first hug, made visible.
ColosBaby helps complete that embrace — making up for the “first hug” that was missed.

EMPATHY PHASE

Empathy begins with listening and understanding.
ColosBaby Lactoferrin creates a space where mothers can share their “missed first hugs.”

The “Completing the First Hug” frame becomes both a visual signature and a creative brief. Artists reinterpret mothers’ missed first hugs across mediums—turning absence into a sense of completion through the visual cue.

These “missed first hugs” are then shared on social—spreading warmth and resonating with thousands of others.Expert content introduces early immunity, with ColosBaby positioned as a supportive solution — integrated naturally into the narrative.

SOLUTION PHASE

ColosBaby will joins ongoing conversations through social formats (duet, reaction), maintaining a consistent tone through the visual cue.

Expert content introduces early immunity, with ColosBaby positioned as a supportive solution — integrated naturally into the narrative.

Lessons Learned

  • Improved my ability to develop visuals from an existing idea.

  • Learned to design with intention — ensuring every element serves a clear purpose.

  • Strengthened my approach to building visual cues that remain consistent across different executions.

  • Enhanced my workflow by using AI to quickly visualize and mock up ideas across different contexts.

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