In an atmosphere filled with passion and creativity, the Graduation Project Defense session for students of Cohort K28, Multimedia Communications program at the University of Languages and Social Sciences (LHSS), Duy Tan University, titled "The Journey to the Finish Line," took place with resounding success. More than just a final exam, the defense session witnessed bold media ideas where traditional values were given a "new coat" through the lens of Generation Z thinking.

The theme "The Journey to the Finish Line" carries profound meaning, marking an important milestone after four years of study and training. Here, students not only demonstrated their skills in multimedia technology but also proved their competency in planning comprehensive media campaigns.

Before a Project Evaluation Committee composed of experienced experts and lecturers, Cohort K28 student groups confidently presented their highly practical campaigns. A special highlight of this year's project period was the focus on refreshing long-standing brands, along with specialty products imbued with national identity and local culture.

The greatest challenge Cohort K28 students set for themselves was how to make names familiar to older generations become appealing in the eyes of young people. Icons of a bygone historical era were repositioned through creative digital content campaigns, emphasizing the value of "lighting up" and "preserving golden flames" through campaigns such as "Illuminating Rạng Đông, Comfortably Running 'Đét'" or "Thống Nhất Safe Matches – Ignite Your Unique Style, Live Brilliantly."

Two Central Vietnamese specialty products were given a sophisticated new packaging appearance. The groups' media campaigns focused on brand stories, leveraging local cultural elements combined with social media platforms to bring products closer to modern consumers.

 

The fusion of tradition and entertainment elements was thoroughly explored. While the cajeput oil project focused on the elegance and prestige of "royal use," the Cờ Tỷ Phú (Rich Man's Game) project exploded with interactive activities and media gamification, capturing the attention of young board game enthusiasts.

 

This year's graduation projects demonstrated the remarkable maturity of Cohort K28 students in utilizing technological tools and techniques, and particularly in campaign management thinking. The choice to refresh old brands reflects the responsibility of young media professionals toward the economic and cultural values of their country. The Committee highly appreciated the thorough preparation, from market research and concept development to the implementation of tangible products such as TVCs, brand identity kits, and content packages for TikTok and Facebook.

"The Journey to the Finish Line" has concluded, but it simultaneously opens a new and promising path for the new graduates of Multimedia Communications, Cohort K28. With the assets of creative thinking, technological skills, and deep cultural understanding, LHSS students are confident they will become key contributors to the development of Vietnam's creative industry.