Art Direction — ‘23
Love Your Lungs CSR
CLIENT
Vietnam Ministry of Health
⨉ AstraZeneca
⨉ Ngay Mai Tuoi Sang Foundation
ROLE
Junior Art Director
SCOPE
Visual Identity, Film Concept & Visual Storytelling, Website QC
PROJECT OVERVIEW
A Call for Early Action
Lung cancer remains one of Vietnam’s deadliest cancers, often diagnosed too late. To change that, we launched Love Your Lungs (Thương Phổi) — a national campaign built to raise awareness and drive early lung screening behavior.
I was responsible for shaping the campaign’s visual identity, co-developing the concept and art direction for the thematic launch film, and providing creative feedback for the creative assets, including print/digital banners, posters, official website thuongphoi.vn.
We crafted a message of empathy and urgency, not fear - reminding people that early detection can save lives. The film became the emotional core of the campaign, supported by a strong, clear visual system applied across digital and activation touchpoints.
At launch, over 500 people participated in free lung cancer screening. The campaign gained national press coverage and laid the foundation for long-term impact across high-risk communities.
VISUAL IDENTITY
#LoveYourLungs
The logo began with a pair of lungs - fragile, but full of life. We placed a small hashtag over one lung, shaped like a bandage. It marks the wounds our lungs have suffered, quietly telling a story of pain, but also of care. The hashtag is more than a symbol; it’s a promise. Through #thươngphổi, we call for healing — not just for our lungs, but for a community ready to breathe better, together.
When designing for lungs or health, the usual route might be pink or red - pink felt too soft, even feminine, and red too intense, too medical. We chose orange instead. It’s bright, energetic, and human, striking a balance between urgency and warmth. It feels hopeful, with the right amount of seriousness. Around it, we built a palette of soft, breathable tones to reflect care, clarity, and a gentle kind of strength that invites people in, not pushes them away.
Other
PROJECTS
CREDITS
Agency: TBWA
Associate Creative Director: Pham Vu Huy Hoang
Junior Art Director: Nhung Bui
Designer: Kien Le
Shortfilm Production: Dream Media
Film Director: Hoang Nguyen
Art Direction
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