Điều Phi Thường từ ngòi bút nhỏ

In the stationery market saturated with diverse options and similar communication tactics all focusing on Gen Z's individuality, consumers become less loyal. To fortify the brand-customer relationship for Thien Long and position it as the top-of-mind choice, the group sought a unique common ground between the brand's core values and Gen Z's aspirations. This campaign leverages the brand’s extensive experience in delivering CSR programs to tap into Gen Z’s inclination towards making positive impacts.  

The group addresses a critical pain point among this generation – the misconception that every contribution must be groundbreaking for meaningful impacts. Through strategic storytelling, influencer partnership, booth activations and the newly designed mentorship ecosystem, the group conveys the message that every significant achievement has humble beginnings, with Thien Long serving as a companion to Gen Z even from the smallest steps.