Art Direction — ‘23
Ổn-rion Playlist
CLIENT
Orion Vietnam
ROLE
Junior Art Director
SCOPE
Creative Idea, Art Direction, Mascot Development, Content Ideation
PROJECT OVERVIEW
Brand New Playlists
Built for Teen Spirit
Orion Vietnam sought to revitalize its underperforming YouTube channel and forge a meaningful connection with the Gen Z audience, who had become disengaged with their historically product-centric content.
Our strategic response was Ổn-rion, a campaign designed to transform Orion's YouTube presence into a relevant and engaging entertainment hub centered around the emotional world of teenagers. This initiative hinges on creating relatable and comforting playlists, all guided by the charismatic mascot DJ Ổn, and built upon the reassuring meaning of the Vietnamese word "Ổn" – "okay" or "fine."
THE IDEA
Finding Gen Z's "O-kay" in the "Ổn-rion" World
The core of Ổn-rion lies in understanding the unique emotional landscape of teenagers (13-17yo), a period where feelings are often intense and everyday issues can feel overwhelming. To address this, we conceived a YouTube "world" where Orion acts as a source of comfort and stability – a digital space where everything feels a little more Ổn. This was brought to life by playfully merging the Orion brand with the Vietnamese word for "okay," creating a memorable campaign name that embodies this sense of reassurance. The strategy involved developing diverse playlists catering to a wide range of teen moods and interests, all hosted by the relatable figure of DJ Ổn.
THE MASCOT
Meet DJ Ổn:
Your Emotion "Remixer"
In order to make our multiple playlists unify and have a strong presence among other channels, we need a character to build impression and bring our channel to the top of mind of audiences.
Introducing DJ Ổn - A funky, quirky yet thoughtful and caring mascot that represent Orion to accompany teens through their turmoils. His upbeat DJ personality and understanding of teens make him the relatable host of all "Ổn-rion" playlists, building a brand connection beyond snacks.
Other
PROJECTS
THE PLAYLISTS
Playlist For Every Mood
To create a cohesive brand identity, all playlist titles playfully begin with the "O" sound, a subtle nod to Orion. These playlists cover a wide spectrum of themes relevant to teen life – from lighthearted entertainment and relatable web dramas to music mixes and series exploring social media trends & fun game shows.
The mood is fun, unserious, even over-the-top unapologetically cringey humour - which is reflected in the content itself and the overall visual look, from crooked graphic lines, meme-able expressions, to chaotic transitions.
CREDITS
Agency: TBWA
Associate Creative Director: Pham Vu Huy Hoang
Art Director: Tan Do
Junior Art Director: Nhung Bui
Copywriter: Phong Vu, Dung Le
Designer: Trang Pham
Visualizer: Hai Nguyen, Tuan Tran
Production House: Bolt Production
Motion Designer & Mascot Vector Designer: Minh Pham
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