Our assignment was to develop a PR campaign in the Vietnamese context. We chose Alpenliebe for its association with sweet moments and family connection, aiming to improve parent-child communication. At the beginning, we felt lost and unsure where to start. Although we followed the course guidelines, our ideas lacked connection and insight. Through research, continuous brainstorming, and lecturer feedback, we gradually understood how theory, data, and strategy aligned. Despite creative conflicts and pressure, collaboration, mutual respect, and persistence ultimately shaped a cohesive and meaningful campaign. The most unique aspect of our campaign was the tactic, which included a family candy-making workshop featuring headsets that measured children’s brain waves to customize their own unique candy flavor. This idea sparked through a TikTok video about brainwave measurement perfumery experience in South Korea when we were desperately running out of ideas. Sounds crazy and unrelated, right? We grounded this wild idea in both scientific and academic sources with thorough measurements to make it work. We hope our boldness inspires future communicators to push boundaries and turn the most unexpected ideas into meaningful impact.
