NguyenGordon proposes children’s storybook for BVIS pitch
When NguyenGordon Vietnam pitched for the acquisition campaign of the British Vietnamese International School HCMC, the agency proposed a children’s storybook instead of a traditional school prospectus, Campaign Brief Asia reported on November 4, 2026.
The book, titled The Heron Who Was Lost at Home, follows Lúa, a young heron whose parents dream of giving her opportunities beyond the river. She flies across oceans and forests, becomes a bird of the world, but eventually returns to find that home no longer feels like home.
The Question Behind the Story
The narrative addresses a specific dilemma for Vietnamese parents considering an international education for their children. It raises the question of whether giving a child a global future leaves them with enough of their own culture to take with them and to return to.
The concept stems from the original vision established when BVIS was founded in 2011 by Maurice Nguyễn and his wife, Rosie Ngô. They believed that connecting students to their native language and culture is essential for developing a strong identity, enabling them to think differently and thrive globally while remaining grounded in their heritage.
“We could have made another beautiful school brochure,” Nick Gordon, Founder and Chief Creative Officer at NguyenGordon, told Campaign Brief Asia. “But parents already have enough of those. We wanted to make something that demonstrated what BVIS believes rather than simply telling parents about the school’s facilities.”
From Print to Performance
The project received two acceptances in Campaign Brief Asia’s The Work 2026, landing in the categories of Culture – Local Culture + Insights and Print Craft – Illustration.
The campaign was produced by a team at NguyenGordon including Creative Director Nick Gordon, Art Director Nguyen Cong Viet Anh, and Copywriters Nick Gordon and Nguyen Ngoc Dan Phuong. The book was designed by Nguyen Le Thuy Vy and illustrated by Bao Le. The client team at BVIS included Claude Tran, Thao Nguyen Thi Phuong, and Huyen Nguyen.
Disclaimer: The views and cultural analyses presented in this article are for informational and entertainment purposes only. Information regarding legal disputes or financial data is based on available public records.