Vietnamese copywriter wins global award by embracing cultural roots in Fulbright graduation project
A Vietnamese advertising graduate has captured a top global prize for young creatives by blending a centuries-old Vietnamese painting with contemporary branding,
Ho Gia Hoang, a Vietnamese advertising graduate and Fulbright scholar, claimed victory in the D&AD New Blood Awards 2025, a prestigious global accolade for promising creative minds. His master's graduation project at Virginia Commonwealth University's VCU Brandcenter showcased a unique fusion of traditional Vietnamese folk art and modern branding.
Born in Vietnam, Hoang pursued his education at Foreign Trade University and RMIT University before relocating to the United States to further his studies. Awarded a Fulbright scholarship, he enrolled in VCU's Master's program in Branding and Copywriting, where he encountered the hands-on approach to learning through real client projects.
Initially overwhelmed by the practical nature of the program, Hoang spent considerable time immersing himself in American culture and language to create promotional materials that resonated with local audiences. As the sole Asian student in his cohort of 21, he faced challenges in breaking into the U.S. advertising industry, which heavily relies on language and cultural nuances.
However, rather than attempting to conform, Hoang embraced his Vietnamese identity, drawing inspiration from traditional Dong Ho woodcut paintings and incorporating their symbolism into his work.
His graduation portfolio, featuring seven carefully selected projects, earned him the top spot in the Advertising, Marketing & PR category at the D&AD New Blood Awards, surpassing over 800 entries from across the globe. Among his winning projects was a campaign for Apple Pay that reimagined the common practice of forgetting one's wallet as a positive aspect of the digital payment era. Hoang also collaborated with classmates to explore the use of artificial intelligence in producing promotional content for tourism in Chile.
Eager to give back to his home country, Hoang aims to return to Vietnam around August 2025, where he plans to create impactful campaigns that reflect Vietnamese culture and everyday life, resonating with local audiences through authentic storytelling.
Written by urgent.news from VnExpress International's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
