Update - Official statement and removal of spec ads. This is JWT's official statement (pdf under link)
September 17 2009
Official Agency Statement
Re: SAB Miller/REDD’S “Dark Secrets” Posters
The poster campaign for SABMiller – REDD’S was originally developed by JWT Vietnam for internal creative purposes. At no point of time was this work endorsed by SABMiller for either publication or submission to external award shows. We therefore regret the unauthorized submission to such shows and officially withdraw the work from any such show. In the interest of SABMiller, our client, we also ask every publisher to refrain from publishing these ads on websites or in other publications. We apologize for this incident.
Chris von Selle
And once again, I feel the need to remind all readers that we actually have a spec work category to submit ads to but you need to tell us that is is, indeed, spec work (and clear the publication of said ad with your agency if it is spec for one of your existing clients).
How do you sell a womans beer in Vietnam? I'll let JWT's release answer that:
Thanks to better education hence deserving well-paid jobs, modern Vietnamese women now have the freedom to go out and enjoy themselves, even to drink in public. Positioning Redd’s by SAB Miller as the very first alcoholic beverage ever to be targeted to urban women, JWT Vietnam created this campaign latching on a series of deep dark, even absurd yet so real secrets that women have long been wanting to let out. In a country where freedom of expression is still subjected to much censorship, the sentiment is real. Vietnamese women have finally emerged unrestrained by traditions.
This unusual campaign strategy comes from JWT HCM city.