TBWA Vietnam, Propeller Group take on rebranding Communism

The documentary follows the agency during a brainstorming session tackling the idea of rebranding communism. The film was shot entirely on location in Ho Chi Minh City over the course of three weeks.

The film is currently being debuted at the third Singapore Biennale 2011 which runs until 30 May held at the National Museum of Singapore, Singapore Art Museum , Old Kallang Airport and Marina Bay.

"The main idea for the film is all about the creative process. We wanted to capture a group of creative individuals to see how they would rebrand a delicate subject such as communism," explained Tuan Andrew Nguyen, director at the Propeller Group.

Patrick Tom, executive creative director at TBWA Vietnam said,"We've never been asked to do anything like this. It was definitely an unusual idea and the brainstorming process led to a lot of interesting discussions about the overall ideology."