HO CHI MINH CITY, VIETNAM — “Football is king”. In Vietnam and across much of ASEAN, sports like wushu, kabaddi, and sepak takraw rarely receive any attention or media space. This SEA Games 33, Nestlé MILO is rewriting the scene with “See Games Equal”, a campaign that puts lesser-seen sports into the spotlight at Southeast Asia’s biggest sporting stage.
MILO’s See Games Equal pack collection
For decades, MILO has carried images of popular sports such as football and basketball across its iconic green identity, fueling generations of kids to get active. This year, MILO is rewriting its playbook by giving away that green space to sports that often go unseen. For the first time, lesser-known games like sepak takraw, jujitsu, and pencak silat will stand proudly on the green packs millions of Vietnamese kids see and look up to every day.
To kickstart the See Games Equal movement, Ogilvy Vietnam and MILO gathered over 30 real kid athletes (and a horse) from every corner of Vietnam into a green-screen shoot. No scripts. No staging. Just kids showing the grit and passion with their sports that rarely get the spotlight. Their finest moves were captured live and placed onto MILO packs, with the kid’s pure, unfiltered joy of seeing themselves on the pack recorded.
In a bold stepping away from brand guidelines, MILO invited the kids to wear their own well-worn training clothes, preserving the authenticity and pride of their sports. The film aired during SEA Games football match – when viewership peaks – to remind audiences that beyond football stadium lights are many sports fighting for visibility and a future. The film now runs across Vietnam’s major TV networks and cinemas.
As SEA Games is taking place, MILO brings its green space across the country so every kid – playing whichever sport, no matter big or small – can have a chance to appear on their beloved green milk pack.
Activations and outdoor presence
Kids proudly show their sport on MILO green packs. Moms can download the images and share on social to spread sports equality.
The MILO See Games Equal Manifesto also appeared in local newspapers, with a special edition for moms and kids to create their own MILO pack.
Extending the message further, MILO turns every green high space into a cheer for lesser-known sports at SEA Games 33 through large-format billboards.
Voices behind the campaign
Le Bui Thi Mai Uyen, Business Executive Officer of Nestlé MILO Vietnam, shared “At MILO, we believe that no matter what sport kids choose, they can grow from it. Every effort deserves to be celebrated. The same MILO green pack that inspired generations of football and basketball players will now become the source of energy and inspiration for the next Ju-Jitsu or Woodball athletes.”
Tra My Nguyen, Managing Director of Ogilvy Vietnam, added “Generations of Vietnamese kids have started their mornings with a MILO green pack in hand. Now, they’ll see their own sports proudly displayed on the packs they’ve grown up with. And who knows, one of the young athletes MILO featured today could become tomorrow’s SEA Games or even Olympic champion.”
Tran Ngoc Thanh, Vietnamese Tug of War Athlete at SEA Games 33, said “When I learned about this campaign, I was deeply moved. Our sport (tug of war) has grown through a long, quiet journey – self-funded and self-sustained. It wasn’t until See Games Equal that we finally felt seen.”
Creative duo Thy and Vu from Ogilvy commented “Sport becomes equal only when we see all sports as equal. The SEA Games include some of Asia’s most beautiful and culturally rich sports that simply don’t receive enough love. This campaign gives them the spotlight they deserve.”
Beyond SEA Games 33
Beyond SEA Games 33, Nestlé MILO Vietnam is committing to integrating more diverse sports into its packaging, turning its iconic green space into a long-term platform for sporting equality, and a symbol of pride for every young athlete across the country.
