VIETJET 2025
THANKME Campaign
DESCRIPTION
Vietjet is one of Vietnam’s leading airlines. For the year-end season, the brand launched the THANKME campaign, encouraging people to appreciate themselves after a year of effort.
The campaign celebrates self-gratitude and the personal journeys people have been through. A trip becomes a simple way to reward oneself and close the year with a meaningful moment.
The idea was brought to life through creative collaborations, collectible cards, photo storytelling, and testimonial content.
ROLE
Art Direction
Creative Concept Development
Key Visual Development
Artist & Photography Direction
Production Supervision
CREDITS
Client - Vietjet
Agency - Dsquare
Xuan Minh , ACD
Hien Huong, Art director
Yen, Copywriter
#KEY VISUAL
KV1: A year-end travel moment symbolizing self-gratitude and personal reflection. The THANKME Chair appears as the key visual cue of the campaign, symbolizing a moment to pause and reflect on one’s journey. *Visual fully generated using AI for creative stock.
KV2: This key visual captures a quiet reflection moment during a flight, reinforcing the idea of appreciating one’s personal journey.*Visual fully generated using AI for creative stock.
#THANKME Card
Developed in collaboration with Vietnamese illustrator Cò Lõ, the THANKME card set combines simple messages of self-gratitude with a playful and expressive illustration style.
The visual direction focuses on relatable everyday emotions, turning small moments of appreciation into warm and engaging visual stories.
Through the artist’s recognizable characters, the cards become both a personal keepsake and a shareable social object that encourages people to reflect on their own journey.
Each card features a simple gratitude message on the front, while the back includes a QR code that connects audiences to the campaign experience.
Card Series
The full card set is divided into three themes of gratitude, reflecting different aspects of life and personal growth.
01 - WORK
Messages that appreciate the effort, perseverance and dedication people put into their work throughout the year.
02 - Love & Family
Messages about gratitude for relationships, emotional support and the people who stand beside us.
03 - Self
Simple reminders to appreciate oneself — personal growth, resilience and the journey of becoming who we are.
#THANKME Series Album
The THANKME Album is a photo storytelling series created in collaboration with photographer Gimadethuong.
The series captures quiet travel moments where people pause during their journey to reflect on the year they have been through and appreciate their own efforts.
The visual direction focuses on relatable everyday emotions, turning small moments of appreciation into warm and engaging visual stories.
The series follows a visual concept called “Body Part–Led Stories,” where each story is told through a specific body part instead of a full portrait.
These details symbolize the effort and roles behind each journey, turning simple travel moments into stories of self-gratitude.
Album 01 — Gratitude for Smiles
A smile captures the simple joy shared between airline staff and passengers
Album 02 — Gratitude for the Mind
The head symbolizes focus, responsibility and decision-making in the role of a pilot.
Album 03 — Gratitude for Shoulders
A story of parents sending their child off to study far from home.
Once leaning on their parents’ shoulders, the child now learns to carry life on their own.
Album 04 — Gratitude for Hands
The hands of a flight attendant represent dedication and care throughout every journey.
#THANKME Testimonial
The THANKME Testimonial series invites people to pause, sit down and share a moment of gratitude for themselves.
From that idea the film begins with a simple question:
“How many times have you truly sat down and thanked yourself?”
Concept — The THANKME Chair
Each story unfolds within the same studio space, where the chair and lighting gradually transform
At the beginning, the chair appears as a familiar seat from everyday work and life.
By the end, participants pick a THANKME Card and use it to express a message of gratitude to themselves.
As a boarding announcement echoes in the background… enjoying the flight with their own THANKME Chair.
Watch the full film to experience how each story unfolds and leads to this final moment.
Lessons Learned
Honestly, It's my first aviation campaign — including an in-flight photoshoot during an actual flight — pushed me to adapt quickly to a new production environment.
Working within aviation constraints — Tight space, strict timing and careful coordination during in-flight shooting.
Artist collaboration — Guiding illustrators for the THANKME Card series while keeping the visual idea consistent.
Production partnership — Closer collaboration with the production house within the operational context of the airline industry.
Moral of the story: Every new industry comes with its own rules — and the fastest way to grow is learning how to create within them.
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