Cho Tot · 2018
THE GAP
The mini-series format had already delivered.
Tran Thanh, Nabi & Cho Tot and The Three Musketeers had made the brand a household name.
Repeating the format wasn’t the challenge.
Evolving it was.
THE INSIGHT
Culture doesn’t grow by repeating success.
It grows by creating opportunity.
If Cho Tot stood for everyday possibility, it could extend that belief beyond stories — to the people who make them.
THE MOVE
Shift from producing content to enabling creators.
Turn the brand platform into a stage.
THE IDEA
Young Directors.
Three final-year film students were selected and mentored by seasoned filmmakers.
They were given scripts, masterclasses, and full production support to create three original short films.
Once released, the filmmakers were invited to promote their work — with audiences voting through views and likes.
The most-loved film was recognised by Cho Tot.
The brand didn’t headline the stories.
It backed them.
THE OUTCOME
The campaign expanded Cho Tot’s cultural role.
• Sparked conversation through a fresh, participatory format
• Generated strong organic sharing and user-led promotion
• Positioned Cho Tot as a supporter of young creative talent
Cho Tot didn’t just tell stories.
It helped a new generation tell theirs.
The ‘Empowering Young Directors’ Campaign
Cho Tot · 2018
THE GAP
The mini-series format had already delivered.
Tran Thanh, Nabi & Cho Tot and The Three Musketeers had made the brand a household name.
Repeating the format wasn’t the challenge.
Evolving it was.
THE INSIGHT
Culture doesn’t grow by repeating success.
It grows by creating opportunity.
If Cho Tot stood for everyday possibility, it could extend that belief beyond stories — to the people who make them.
THE MOVE
Shift from producing content to enabling creators.
Turn the brand platform into a stage.
THE IDEA
Young Directors.
Three final-year film students were selected and mentored by seasoned filmmakers.
They were given scripts, masterclasses, and full production support to create three original short films.
Once released, the filmmakers were invited to promote their work — with audiences voting through views and likes.
The most-loved film was recognised by Cho Tot.
The brand didn’t headline the stories.
It backed them.
THE OUTCOME
The campaign expanded Cho Tot’s cultural role.
• Sparked conversation through a fresh, participatory format
• Generated strong organic sharing and user-led promotion
• Positioned Cho Tot as a supporter of young creative talent
Cho Tot didn’t just tell stories.
It helped a new generation tell theirs.
