5 Minutes with… Jazz Tonna
Jazz Tonna has been a creative person his whole life.
He believes everyone has the potential for creativity, which he channels into photographing remnants of socialism in Vietnam.
At Happiness Saigon, Jazz balances strategic direction with creative vision, ensuring campaigns meet client objectives while engaging target audiences.
Jazz’s experience across Europe and Asia has honed his ability to adapt his creative strategies to diverse cultural contexts. As an outsider, he brings a unique perspective, focusing on pure, simple ideas that resonate widely.
His background in the arts continues to inform his innovative approach, and he highlights successful projects like the Re initiative for Dat Bike and Belgo’s unique vending machines, which tackle Vietnamese conventions in fresh, impactful ways.
Speaking to LBB’s Tom Loudon, Jazz discusses life as a partner and creative director at Happiness Saigon, and offers a deep dive into his creative journey and philosophy.
LBB> Would you consider yourself to be a creative person? If so, has this always been the case?
Jazz> Everybody is creative. It’s just a matter of how you express it. I’m blessed to have studied at an arts academy, learning to do this in different ways. From autonomous art to photography, it’s essential to keep engaging yourself creatively, especially outside your day-to-day job, as it feeds into your work. Currently, I’m photographing the remnants of socialism still visible in Vietnam. (You can find some pictures on my Instagram @jazztonna, if interested).
LBB> As a partner and creative director at Happiness Saigon, how do you balance the strategic direction of campaigns with your creative vision to ensure they meet both client objectives and resonate with the target audience?
Jazz> What’s the point of having a great idea if it does nothing for the brand? I won’t be the first to say this, but ideas can only really be creative if they solve your clients' business problems. At Happiness, we make sure strategy and creativity work together. They have an important say in both phases, as the objective is the same. Creatives need to have an opinion on the strategy to make work and vice versa.
LBB> Could you share some examples of projects or campaigns you've worked on that you're particularly proud of during your time at Happiness Saigon, and what made them stand out to you?
Jazz> We’ve enjoyed a great partnership with local E-bike manufacturer Dat Bike over the last few years with some very rewarding work. Most recently Re:Charge, where we used their superior battery to provide electricity to small business owners during blackouts. Or the vending machines we made for Belgo, which allowed people to upgrade their beer by accepting other beer brands as currency. Each of these cases solves Vietnamese conventions in an unconventional way.
LBB> With a background in creative roles in Europe and Asia, how have you adapted your creative approach to resonate with diverse cultural contexts and audiences?
Jazz> You cannot hide behind the language when you're not a local. It forces you to be more pure and single-minded about the ideas. As an outsider, you’ll notice different things that locals often take for granted.
Why are things different compared to other parts of the world? Why do people nap on bikes? Why do people have trouble pronouncing Carlsberg? Do Singaporeans complain more than others? It’s about bringing your unique perspective to the table. And in my case, this is the perspective of an outsider.
LBB> What advice would you give to aspiring creatives looking to make an impact in the advertising industry, particularly those interested in pursuing a career in Asia?
Jazz> Just do. Creatives have a history of overthinking. But one thing that has surprised me in Asia is that there are many fewer conventions and rules in advertising. It’s much easier to make stuff. To do things. There’s no reason not to go out there and make your idea into a reality.
LBB> What are the trends in your region you expect to see take off next year?
Jazz> I think we’ll see humour making a big comeback in the region. South Asia has had significant international success recently with significant, important (and severe) cases. But with the current state of the world and the region, we could all use some of that Thai and Filipino humour.
