HO CHI MINH, VIETNAM — Unilever‘s laundry detergent brand OMO has collaborated with creative agency MullenLowe Mishra to produce a heartwarming music video to celebrate this year’s Tet festival in Vietnam. The video aims to encourage consumers to stay resilient and hopeful despite a difficult year caused by the economic impact of the recession. The country is experiencing several macro issues, such as increasing job layoffs and tightening daily spending. Many Vietnamese people are also far from their homes during Tet. Therefore, OMO’s initiative is to bring new hope and vitality during this season. The video’s message is to remind people not to give up and that there’s hope where there is hard work (and dirt).
The FIVE-minute film features two children who are living with their grandfather while their mother is busy working in the city to make ends meet in times of economic challenges. They are working hard to nurture apricot trees, hoping they can bloom in time for Tet when their mom can come home. How the kids use soil and dirt for the apricot trees to bloom parallels their mom’s effort to get her hands on several jobs to improve the family’s financial situation, which stirs emotion amongst the audience.
The story of “getting dirty and giving hope” was told in the moving music video featuring renowned Vietnamese singer Hòa Minzy, alongside beautiful cinematography and music production. The video received 2.4 million views in 48 hours, quickly reaching the top trending music charts on YouTube Vietnam
Client: Unilever Vietnam
- Senior Brand Manager: Pham The Vu
- Brand Manager: Ly Trong Tin
- Assistant Brand Manager: Pham Hoang Nam, Ngo Tien Dat, Dang Thai Son
Agency: MullenLowe Mishra Vietnam
- Nhu Nguyen, Dang Tran, Chau Vu, Viet Nguyen, Han Tong, Ngoc Nguyen, Thuc Nguyen, Linh Khong, Quan Nguyen, Lam Cao