MyTV wanted a fresh, consistent presence on social across the year, anchored by a new mascot that embodies the brand’s friendliness and tech-forward spirit. The key requirement: a character directly inspired by the MyTV logo, adaptable in both 2D and 3D, capable of starring in seasonal and tactical content.

We created a robot-humanoid character whose identity is literally framed by the brand: the head shape is a direct evolution of the MyTV logo silhouette. The approach sits between cute and sleek—approachable enough for families, contemporary enough for digital natives. The mascot is expressive, emotive and slightly quirky, designed to carry jokes, tips and product messages with ease.

We wrote the character’s “bible”: personality traits, likes, dislikes, catchphrases, and how it reacts to different situations (slow internet, new movie releases, family watching together). From there, we ideated seasons of content: Tết, sports, back-to-school, big premieres, each with a mini storyline where the mascot facilitates discovery and fun.

This IMC campaign includes Merchandise and Zalo Chat Stickers.