Behind the Scenes

At its heart, the Samurai brand is about desire, allure and enticement. Following a successful poster campaign, which presented its unique taste in an irresistible avatar, the challenge was on how to ramp it up a notch higher. The search was on for a mechanism, which dramatically increased its brand appeal among its audience on a sustainable basis. Ambitious as it might seem, we envisioned Samurai along with brands like Pirelli, Sports Illustrated, and Marlboro Classics, which have over the years built a cult following. Contextually, Vietnam was yet to see a property like a brand calendar being used, which gave Samurai its perfect platform. In its very first edition, showcasing fashionable celebrities such as Ngoc Trinh, Hoang Yen and Yen Trang in an alluring manner has created a stir among consumers, enhancing the brand’s image and desirability. Needless to say, all eyes will be riveted towards its subsequent editions annually.

j vimeo.com/37498888

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