Thiên Long Gel - Mượt Mà Mãi Mê
In a gel pen market where every brand claims the same smooth, fast-drying ink, Thiên Long needed students to feel the difference, not just read about it. The Urgency built "Mượt mà mãi mê" - smooth ink, unbroken passion - reframing a functional promise as an emotional one: every student has their own way of being obsessed with learning, and a pen that skips or smudges is what breaks that flow. Split across Kids & Moms and Teens, the campaign runs two Master Product key visuals, a 14-shot lookbook, 9 videos, and 36 social posts over six months, anchored by an ASMR-first content pillar and a UGC challenge inviting students to reinvent the pen as their own.
Master Key Visuals - For Teens & for Kids
Two key visuals anchor the two audiences: one for Kids & Moms built around GEL-056 and GEL-067, cool and functional in tone; one for Teens across the GEL-071/072/050/129/068 range, styled with more edge and personality. Both carry the same line: Nét mượt mà, Học mãi mê - smooth ink, unbroken passion.
Product Lookbook & Social Content Pillars
A 14-photo lookbook and 9 animation/FOOH videos give the full Gel range a consistent visual world, product-first, with talent used only to support, never to lead - built for a social-first audience that decides in the first 5 seconds. Four content pillars carry the campaign through the year: ASMR close-ups testing the smooth, fast-dry feel; a celebration of every student's own way of being "mê" (Toán, Văn, note-taking, mind maps); functional promotion of the smooth-and-fast-dry design; and occasional content tied to exam season moments. 36 posts run April–May and August–September 2026.
