Encouraging kids to dream big is a universal philosophy. However, in Vietnam this philosophy is blocked by a gatekeeper - moms. Vietnamese mothers grew up in heightened by tough economic conditions. They didnít have a chance to dream and were driven by a need for stability. As such, for them, the logic of ëa stable jobí means ëa stable incomeí, and herein lies the tension, as in their view, ëkids can get distracted with big dreamsí. The role for the brand, was to shift mothersí perception so that she could see the potential of her kidsí dreams and help actualise them.