Tuong Filter - Young Marketer 18

Brief: Tuong - a traditional form of art in Vietnam for hundreds of years ago is on the verge of extinction due to lack of awareness from the current generation, the Millennials.

Insight: "As a millennial, I respect Tuong as a Vietnamese unique feature, however, I can't enjoy by Tuong as whenever watching it, I even feel more stressful and intense to understand what actors and actresses are speaking due to its distinct speeches - like that of Opera"

Big Idea: "Tuong Filter" - a special Instagram filter allowing user to understand a Tuong play by detecting their voice and displaying as subtitles on the screen. Difficult and confused words are identified and explained right above. In addition, character personality (which is unique to Tuong and expressed by actors's make up) is also detected and described at the beginning of the play for user to understand somehow its story line.

Why focus on subtitling?

The difficulty in understanding, even it is Vietnamese, shares common sense with language barrier which is solved by video subtitles on Youtube.

Why Instagram?

Popularity: Instagram is widely used by target audience - Vietnamese Millennials

User behaviour: recording any daily activities by Story feature

Viral spread: these stories are likely to be shared naturally, which makes the filter widespread at the least cost