How do you introduce a new automotive brand to one of the world’s most competitive EV markets?
That was the challenge when VinFast asked us to help shape their communication strategy for Europe.
While the company had already established itself as one of the fastest-growing electric vehicle manufacturers in Vietnam, success in Europe required something different. It wasn't enough to communicate product features or technical specifications. We needed to build relevance, trust, and emotional connection with European audiences.
Our task was to create a communication platform that could bridge VinFast's global ambition with local market relevance.
We developed a strategic communication playbook designed to guide dealerships and local marketing teams across Europe. At its core was the brand platform Where Journeys Begin—a communication concept that shifts the focus from the car itself to the people behind the wheel.
Instead of talking about electric mobility, we told stories about life. The morning school run. Weekend adventures. New beginnings. Everyday moments that make a journey meaningful.
The playbook established clear creative principles, messaging frameworks, visual direction, storytelling pillars, and content formats that could be adapted across European markets while remaining true to the VinFast brand.
To bring the strategy to life, we developed creative concepts and produced campaign content, including collaborations with creators and athletes whose personal stories reflected the brand’s values. Alongside this, we created a cinematic visual direction focused on authentic people, emotional storytelling, and the optimism that defines every new journey.
To demonstrate what Where Journeys Begin means in you life as a VinFast owner, we chose to portait meaningful everyday moments.
By focusing on relatable moments, we shifted the conversation from the vehicle itself to what it enables. The car becomes part of the story—not the story itself.
This emotional approach helped connect VinFast’s global ambition with the everyday lives of European audiences, turning product communication into human communication.
