“Football is king.” In Vietnam—and across much of ASEAN—many culturally rich sports rarely receive attention, funding, or media space. At SEA Games 33, Nestlé MILO is changing that narrative.
When brand space becomes cultural space
For decades, MILO’s iconic green pack has featured popular sports like football and basketball. With ‘See Games Equal’, MILO gives that space to lesser-known disciplines—putting them in front of millions of Vietnamese kids.
Packaging as a platform for equality
Sports like sepak takraw, jujitsu, pencak silat, and tug of war now stand proudly on MILO packs. The message is simple: every sport deserves visibility, respect, and a future.
Real kids. Real grit.
To launch the movement, Ogilvy Vietnam and MILO brought together over 30 real young athletes from across the country. No scripts. No staging. Just raw passion—captured live and placed directly onto MILO packaging.
Breaking brand rules to protect authenticity
In a bold departure from guidelines, MILO allowed kids to wear their own training clothes. The result preserves the pride, identity, and authenticity of each sport—making the work feel human, not manufactured.
Reaching audiences when attention peaks
The launch film aired during SEA Games football matches—when viewership is at its highest. The timing was intentional: a reminder that beyond football’s spotlight are countless sports still fighting to be seen.
Voices from the movement
“At MILO, we believe every effort deserves to be celebrated,” said Le Bui Thi Mai Uyen, Business Executive Officer of Nestlé MILO Vietnam. The same pack that inspired generations of footballers will now inspire future jujitsu and woodball athletes.
A long-term commitment to sporting equality
Beyond SEA Games 33, MILO is committing to featuring more diverse sports on its packaging—turning its green space into a lasting platform for equality and pride. Sometimes, changing culture starts with changing what kids see every morning.
FAQs about this campaign
What is Nestlé MILO’s ‘See Games Equal’ campaign?
It’s a SEA Games 33 campaign that gives underrepresented sports equal visibility by featuring them on MILO’s iconic green packaging.
Why is the campaign significant?
Because MILO gives up its most valuable brand asset—its green pack—to spotlight sports that rarely receive media attention.
Who created the campaign?
The campaign was created by Ogilvy Vietnam in partnership with Nestlé MILO Vietnam.
Will this initiative continue beyond SEA Games 33?
Yes. MILO has committed to integrating more diverse sports into its packaging long-term.
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