LED advertising vehicles cruise through Paris, educating the public on how to pronounce Vietnamese athletes' names. — Photo courtesy of Nestlé MILO

Nestlé MILO champions the determination of Vietnamese athletes taking part in the 2024 Paris Olympics with the 'Việt Names' campaign.

Serving as one of the brands accompanying the Vietnamese sports delegation to the 2024 Paris Olympics, Nestlé MILO aims to aid sports commentators and international audiences in accurately pronouncing and grasping the significance behind the names of Vietnamese athletes in this year's Olympics. Additionally, the campaign seeks to celebrate the daily training efforts of Vietnamese athletes.

Developed by Nestlé MILO and Ogilvy Vietnam, in collaboration with Vietnamese composers, content creators and voice actors, these poems are crafted in the dynamic form of slam poetry. They aim to assist global audiences in accurately pronouncing the names of Vietnamese athletes, thereby breaking down language barriers. Each poem follows the traditional Vietnamese five-word verse style, offering a unique opportunity for listeners to learn the correct pronunciation of athletes' names while delving into their inspiring narratives.

Tailored for commentators and fans of the Summer Olympics, viewers can access a dedicated playlist on Spotify or YouTube. This platform allows them to select specific names of interest and listen to each athlete's story within concise 60-second poems.

Lê Bùi Thị Mai Uyên, director of MILO and Milk at Nestlé Vietnam Company, said: "Nestlé MILO consistently believes in empowering a vibrant and resilient young generation in Việt Nam. As a sponsor supporting the Vietnamese sports delegation at the 2024 Summer Olympics in Paris, we wholeheartedly acknowledge the unwavering dedication of our athletes as they strive to make a lasting impact for Việt Nam on the global sports stage."

Nguyễn Trà My, managing director of Ogilvy Vietnam, said: "We firmly believe in the transformative power of sports, particularly for Vietnamese athletes, who confront numerous challenges and adversities. Despite these hurdles, they exhibit a resilient and determined spirit, surmounting all obstacles to bring pride to their nation and themselves. We are deeply appreciative of these talents, and the most fitting tribute is to resoundingly echo their names on the grandest sports stage in the world in 2024."

The campaign is currently active in Paris, using various advertising mediums such as OOH, Spotify and YouTube. Notably, Nestlé MILO has directly distributed these audio clips to sports commentators at the Paris 2024 Olympics, facilitating their seamless learning and accurate pronunciation of the names of Vietnamese athletes. — VNS