2025
Taisun Unidry | Morgan Stanley
The campaign redefines what it means for Gen Z to be a mother and differentiates Unidry from other big players in the market.
Social-led Integrated
Creative Campaign
Content Strategy
The Brief
Driving brand awareness in key Northern and Central markets to bolster nationwide distribution and stimulate both on-site and online sales.
The Idea
To develop a disruptive creative device to differentiate UniDry from market leaders (Bobby, Huggies, Moony) and capture the top-of-mind awareness of Gen Z moms, we tap into the pressure of comparisons or 'perfect parenting' trends, Gen Z moms choose to trust their intuition, filter for evidence-based insights, and prioritize inner peace.
Introducing:
GENZ SISTER-ALIKE MOTHER
(CHỊ MẸ GENZ, CHĂM BÉ RA ZÌ)
The Execution
KV: Highlighting the journey of Gen Z mothers who stay active and continue to slay
The Execution
Social AOC
Then, we’ll roll out the AOC on our owned social channels and e-commerce platforms to amplify the idea and boost sales across nationwide.
The Execution
Viet-baby fair event: “The fan meeting of GenZ Mother”
The Execution
Social outreach: hyping up the campaign through various KOL content to spread the message and empower Gen Z mothers to stay confident on their journey.
More Works
(GQ® — 02)
©2026
2025
Taisun Unidry | Morgan Stanley
The campaign redefines what it means for Gen Z to be a mother and differentiates Unidry from other big players in the market.
Social-led Integrated
Creative Campaign
Content Strategy
The Brief
Driving brand awareness in key Northern and Central markets to bolster nationwide distribution and stimulate both on-site and online sales.
The Idea
To develop a disruptive creative device to differentiate UniDry from market leaders (Bobby, Huggies, Moony) and capture the top-of-mind awareness of Gen Z moms, we tap into the pressure of comparisons or 'perfect parenting' trends, Gen Z moms choose to trust their intuition, filter for evidence-based insights, and prioritize inner peace.
Introducing:
GENZ SISTER-ALIKE MOTHER
(CHỊ MẸ GENZ, CHĂM BÉ RA ZÌ)
The Execution
KV: Highlighting the journey of Gen Z mothers who stay active and continue to slay
The Execution
Social AOC
Then, we’ll roll out the AOC on our owned social channels and e-commerce platforms to amplify the idea and boost sales across nationwide.
The Execution
Viet-baby fair event: “The fan meeting of GenZ Mother”
The Execution
Social outreach: hyping up the campaign through various KOL content to spread the message and empower Gen Z mothers to stay confident on their journey.
More Works
(GQ® — 02)
©2026
2025
Taisun Unidry | Morgan Stanley
The campaign redefines what it means for Gen Z to be a mother and differentiates Unidry from other big players in the market.
Social-led Integrated
Creative Campaign
Content Strategy
The Brief
Driving brand awareness in key Northern and Central markets to bolster nationwide distribution and stimulate both on-site and online sales.
The Idea
To develop a disruptive creative device to differentiate UniDry from market leaders (Bobby, Huggies, Moony) and capture the top-of-mind awareness of Gen Z moms, we tap into the pressure of comparisons or 'perfect parenting' trends, Gen Z moms choose to trust their intuition, filter for evidence-based insights, and prioritize inner peace.
Introducing:
GENZ SISTER-ALIKE MOTHER
(CHỊ MẸ GENZ, CHĂM BÉ RA ZÌ)
The Execution
KV: Highlighting the journey of Gen Z mothers who stay active and continue to slay
The Execution
Social AOC
Then, we’ll roll out the AOC on our owned social channels and e-commerce platforms to amplify the idea and boost sales across nationwide.
The Execution
Viet-baby fair event: “The fan meeting of GenZ Mother”
The Execution
Social outreach: hyping up the campaign through various KOL content to spread the message and empower Gen Z mothers to stay confident on their journey.
More Works
©2026