Client: Thái Tuấn - Lencii
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Most girls in southern Việt Nam, age 15 to 18, wear white "Áo Dài" as their high school uniform. Although it is a traditional costume of the nation, many high school girls hate wearing Áo Dài, due to inconvenience and hot weather.
Lencii, with leading innovation in fabric, provide cooling and durable material which help users enjoy being pretty and comfortable in Áo Dài at the same time.
On social media, we created the campaign "We love Ao Dài". The direction for Lencii facebook fan-page contents is similar to a diary in which stores happy sweet moments of girls during their high school years. We highlight friendships, self identify, first love and such.
We categorize the prints on Lencii fabric into 3 themes, corresponding to 3 personalities: sweet, active and fabulous. When everyone is wearing the same uniform "Áo Dài", users can see how different each type of girl would style her uniform and smartly react to each situation while still confidently carry herself.
