Pepsi Vietnam’s TET campaign wants to bring migrant workers back home via Ki Saigon
Ki Saigon and Pepsi Vietnam champions the cause of igniting celebration by bringing generations together for Tet (Lunar New Year) and they wanted to make a difference by doing something about this. Partnering with the Youth Union, Pepsi has created a campaign under the thought – “Tet comes home, when you come home” and wants to bring thousands of migrant workers back home.
Tet is one of the key moments in the year, when Pepsi connects with the Vietnamese families. But for the last three years, with COVID lock downs, Tet has not been what it is all really about: Family reunions, food, drinks and celebrations. Millions have not been able to make the journey back home from abroad for three years. Its been three years of distance, heart-ache and longing. With no more lockdowns this year is going to be different. But not for everyone.
The large migrant & blue-collared workers working abroad, still cannot come home. They have to work hard to make sure they make enough money for their families have their celebrations. These are blue collared workers, who don’t have the luxury expat workers have with holidays, paid leaves or other benefits, often cannot afford tickets to come back for TET.
Pepsi has invested in this program & created further tie ups with Vietnam Airlines to charter flights that will bring back migrant and blue collared workers back home. Many coming back home after more than three years.
The Pepsico team, said: “Our goal is to be absolutely authentic and not run this as an conventional campaign, but a real, grassroots level program because our main mission is to reunite as many migrant blue collared workers to their families as possible”
The program is open for donations from people all over the world and to show the reality of how these blue collared workers feel and how their families feel back here celebrating TET without them, two heart wrenching stories were created by documenting the lives of two families, one from the North of Vietnam and one from the Central part of the country. The story of the blue collared worker was captured in Tokyo Japan, which represents a large community of migrant workers there.
Commenting on the work, Ki Saigon said: “When we heard the brief from the client and their mission, we were moved. They meant every word of their mission and our goal became to be fully authentic in the creative work too”
May Production produced the film, shot by award winning director Bram FJ Van Alpen.
