The Brief: There was no brief. No client. No budget. Just a question: What happens when a creative agency stops asking for permission?

So we invented TRẮNGMAX — a fictional toothpaste with side effects. In a remote Vietnamese village, weddings spike, divorces vanish, and karaoke explodes. No one knows why… until the twist. We crafted a cinematic short disguised as a slow-burning documentary — think Kurosawa meets Deadpan FMCG. Elderly tea-sipping women, mysterious smiles, unnaturally white teeth. Then boom — a product reveal so unexpected, people asked if it was real.

The Idea: Set in Hà Giang, the campaign is told through quiet conversation, suspicious glances, and the world’s most radiant dentures.

The final frame reveals TRẮNGMAX on a bathroom sink, smug and matte black. Tagline: Developed by monks. Do not use on chickens. Because obviously.

Why It Works: It’s not just funny. It’s layered. Poetic. Bizarre. We built a world with rules. And then broke them. There’s emotion under the absurdity. There’s marketing under the madness. TRẮNGMAX feels real. And that’s what makes it dangerous.

The Reaction: LinkedIn traction. DM love letters. “Who did this?” And a dozen messages asking where to buy the toothpaste.

We’ll tell you where: Right here. phö q did this. Because we don’t pitch safe ideas. We pitch grenades with teeth.