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Source: Campaign Asia

Hakuhodo Vietnam’s copywriter once dreamed of serving tea at 30,000 feet, collecting stories from every corner of the globe. These days, she’s grounded, but her copy is flying higher than ever.

In Creative Minds, we ask APAC creatives a long list of questions, from serious to silly, and ask them to pick 10 to answer. (Why 10? Just because.) Want to be featured?

Name: Nguyen Ngoc Quynh Huong

Place of origin: Ho Chi Minh City, Vietnam

Places lived and worked: Ho Chi Minh City, Vietnam

Pronouns: She/her

CV:

Copywriter, Hakuhodo Digital Vietnam, Vietnam (2022-2025)

1. How did you end up being a creative?

Because being a client was math. And math? Not my ministry. I spent 21 years speaking fluent Literature and dodging numbers like the plague—so yeah, switching to agency life felt like coming home to metaphors and chaos. My kind of party.

2. What’s your favourite piece of work in your portfolio?

Bia Viet rebranding campaign—aka ‘From Dry to Fly.’ We transformed a rigid, old-school brand on the brink of extinction into something fresh and vibrant: more authentic, more Vietnamese, and more enjoyable—both literally and emotionally. This wasn’t just a campaign; it was a lifeline for a dying brand, delivering cultural insight and coolness instead of a traditional defibrillator shock.

3. What’s your favourite piece of work created by someone else?

‘Careless Driving’ by Manulife Life Insurance. It’s self-aware. It’s hilarious. It’s everything I wish more brands dared to be: fun, weird, and brutally honest. Like, yes—make us laugh, then make us question capitalism. Chef’s kiss.

4. What/who are your key creative influences?

Honestly? Post-coffee me.

5. What kind of student were you?

That student who took notes with colour codes, aced essays, and still had time to organise class yearbook and throw the best memes in group chat.

6. What’s the craziest thing you’ve ever done?

Studied for SAT and TOEFL till 2 am every night for half a year straight. Basically academic CrossFit with a side of existential crisis.

7. Who do you most admire?

People who are stupidly smart but don’t feel the need to announce it with a TED Talk.

8. Who’s on your dream dinner guest list?

Al Pacino (for the chaos), Kevin Spacey (for the plot twist energy), and Mamoru Oshii (to make me feel things I can’t name in English).

9. What career did you think you’d have when you were a kid?

Flight attendant. I thought I’d be serving tea at 30,000ft and collecting stories in multiple accents. In a way, I still am—just grounded and with better copy.

10. What really motivates you?

Finding out what my brain can do. That, and the thrill of cracking a line so good it makes someone snort-laugh mid-scroll.

End article

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Creative Minds: Huong Nguyen on why metaphors and chaos are her kind of party | Analysis | Campaign Asia