8 months
From research to final campaign delivery
4 locations
Hanoi · Ho Chi Minh City · Hội An · Cần Thơ
7 films
1 campaign trailer · 6 Tastemaker stories
~300K reach
Organic reach across campaign channels
De Bortoli is an Australian family winemaker with almost a century of winemaking history across several of Australia’s key wine regions.
Its Winemakers Selection offered a useful starting point for the campaign: recognisable varietals, approachable styles and wine designed for different occasions, giving us something culturally relevant to build on in Vietnam.
Meet the Tastemakers paired 6 De Bortoli varietals with 6 Vietnamese dishes and the people behind them.
Developed over 8 months across Hanoi, Ho Chi Minh City, Hội An and Cần Thơ, the campaign became 6 individual Tastemaker stories, brought together through 1 campaign trailer and a wider visual system spanning photography, illustration, key visual and editorial design.
Starting from the initial campaign brief from Where In Vietnam, RiseHub developed the creative production system and carried it through execution, from research and individual treatments to production, post-production and campaign design.
Our role wasn’t simply to produce 6 films. It was to build a creative system that could make 6 different stories feel like one campaign.
From research to final campaign delivery
Hanoi · Ho Chi Minh City · Hội An · Cần Thơ
1 campaign trailer · 6 Tastemaker stories
Organic reach across campaign channels
How do you bring an Australian wine brand into Vietnamese street-food culture without turning the culture into a backdrop for the product?
Wine can carry associations of formality, knowledge and occasion. Vietnamese street food is almost the opposite: casual, accessible, social and deeply embedded in everyday life.
Our early research made one thing clear, Vietnamese food culture needed to remain the main character, with De Bortoli finding a credible role inside it rather than asking the culture to revolve around the brand.
Start with the culture, then find the brand’s place within it.
Rather than making Vietnamese food behave like a wine campaign, we started with the rituals already surrounding it — sharing, gathering and inviting others to the table.
That thinking led to Keng Không?: both the sound of glasses meeting and a casual invitation to gather. It gave De Bortoli a natural way into the experience without making wine the centre of it.
From there, we built one campaign framework but developed each Tastemaker film around its own dish, person and place, keeping the series recognisable without making the stories feel the same.
As production progressed, learnings from each film were carried into the next, allowing both the system and our judgement to keep getting sharper.
Across 8 months, the project grew into 1 campaign trailer, 6 individually treated Tastemaker films, a photography library, illustration and graphic system, key visual, booklet and supporting campaign assets.
Each story could stand on its own, while the trailer and wider visual system brought the people, dishes, places and pairings back together as one Meet the Tastemakers campaign.
Producer: Ha Phan
Creative Director: To Uyen Dinh
Videographer: Tuan Minh Ngo
Editor: Tuan Pham + Tuan Minh Ngo
Photographer: To Uyen Dinh
Graphic Designer: Nam Spammer + Ha Phan
Illustrator: Quynh Anh
Delivered in partnership with Where In Vietnam
“I trust your expertise and I like getting your quick feedback even if its not yet the solution. It’s reassuring that the work is still progressing. That kind of effective communication should be standard, but it’s something I rarely experience when working with people here in Vietnam.”
“Hà & the RiseHub team understood our ideas and executed them excellently. They’re a very talented team.”
“Our restaurant is way more successful than we can imagine. You made our idea came to life. We chose you because of your passion for what you do and we’re happy that we made the right decision.”
“The RiseHub team is energised, passionate and very creative. It was inspiring. I loved working with you guys, some of my best Vietnam memories….and we made something very cool :)”
“I chose RiseHub because you guys are awesome, duh! I obviously already knew you and your work ethic which I admire. But secondly I also wanted to work with a team that has experience in both western and Vietnamese marketing approaches.”
+84 971 354 849
hello@risehubagency.com
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Add: No 71, Nguyen Chi Thanh, Ba Dinh, Vietnam