Recognizing a cultural insight where Vietnamese moms value academic achievements over sport, Nestle MILO and Ogilvy Vietnam created a thought-provoking campaign that offers a rethinking of sport as a great teacher. By using a Vietnamese idiom taught in school books — “CÓ CHÍ THÌ NÊN” (“With Grit Comes Glory”) — the campaign aimed to encourage moms to let their kids learn grit in books and build grit through sport. The campaign is brought to life through an engaging film as well as an immersive experience built with user-generated content.