Campaign Spotlight: Sweetshop launches energetic film for Milo from Ogilvy & Mather, directed by Noah Conopask


HO CHI MINH, VIETNAM – Sweetshop Director Noah Conopask, working for Laughing Buddha Vietnam, is behind a powerful new campaign for Milo that celebrates the natural athletic champion in all of us. The message – sports and achievement are not reserved for the select few. Scoring those personal achievements is for everyone, regardless of what surface disadvantages or struggles they may have. Milo becomes our personal game changer.

The film takes on a heightened cinematic realism in which authenticity is key. Each of the characters have their own story arc. They begin with a certain degree of personal doubt, then Milo-inspired, undergo a personal transformation. They gain confidence, conquering what to themselves, and even others, appeared unattainable. Their internal challenge is resolved before our very eyes, through their attainment of an athletic goal.

Noah said, “I loved this script as it offered such multi-layered meaning and potential. The opportunity was to fuse bright athletic moments and their gritty, textural, sporty look, with the emotional essence of protagonists who are undergoing an internal shift.”

Watch the film here



Client: Nestle Vietnam

Agency: O&M Vietnam

Creative Director: BJ Gallinato

Copywriter: Thy Nguyen

Head of Account: My Nguyen

Senior TV Producer: Tuan Lam

Production company: Sweetshop & Laughing Buddha

Director: Noah Conopask, Sweetshop

Executive Producers: Laura Geagea, Sweetshop & Malcolm Soh, Laughing Buddha

Producers: Deepa Limaye, Sweetshop & Daniel Kwan/ Nguyen Minh Hoang, Laughing Buddha

DOPs: Gianpaolo Lupori, Cian Thomas Greany

Art Director: Jean Phan
Post Production House: VHQ Malaysia

Post Producer: Cindy Ng/ Wan/Nora/ Vinie
Offline Editor: Jeff Ho

Colourist: Nash
Online Artist: Lau
Music Composition: Audio Force Berlin/Japan

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