Dare to think, dare to act with Sting

PEPSICO Vietnam and agency Ki Saigon have teamed up with Plan A Production to unleash a high-voltage campaign for Sting’s latest energy drink variant. 

The centrepiece: Dám nghĩ dám làm (Dare to Think, Dare to Act) a graphic novel-inspired short-form film, brought to life with cinematic flair and attitude by director Jonathan Jovardi.

Diverging sharply from his previous work, Jovardi leans deep into a neo-noir comic book aesthetic, drawing visual influence from Sin City and anime-style storytelling. The film pulses with mood, inky shadows, electric neon hues, and stylised action choreography that feels straight out of a graphic novel frame.

At the centre is our anti-hero, HIEUTHUHAI, one of Vietnam’s most iconic singer-rappers, who navigates a world of surreal trials and tongue-in-cheek threats with swagger, speed, and razor-sharp wit. Gone are the overused, Gen Z-flavoured energy drink clichés. This campaign introduces a fully realised Sting Blueberry Universe: a stylised world powered by high-stakes action, hyperreal set-pieces, and a narrative that packs punch and personality.