Rice spearheaded a launch campaign (What it isNt), in Vietnam. Rice's responsibilities extended from the campaign, to the development a unique identity for Vietnam—with the execution of a wide range of deliverables, from space, to communications—art direction, to attire. The identity was based on the core concept of "Celebrate Abnormality," -coined by Rice. "Celebrate Abnormality" encapsulates the distinctive spirit of (What it isNt) by drawing inspiration from extraordinary aspects of ordinary life. While (What it isNt) has its roots in American skateboarding culture and art, with a founding by Mark Gonzales, the campaign reflected contemporary Vietnam. The products are designed and produced with pride by Vietnamese designers.