Unilever’s laundry detergent brand OMO has partnered with MullenLowe Mishra to celebrate this year’s Tet via this new music video that encourages consumers to keep their resilience and hope high despite a tough year.
As the economic impact of recession is leading to several macro issues: increasing job layoffs and tightening in daily spending, among others. Many Vietnamese people are far from home this Tet, and OMO aims to bring new hope and vitality during this Tet season to remind people not to give up — and that where there is hard work (and dirt), there is hope.
The 5-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, with high hopes they can bloom in time for Tet for when their mom can come home. How the kids use soil and dirt for the apricot trees to bloom parallel their mom’s effort getting 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 which features 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 Team (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 Team (MullenLowe Mishra Vietnam)
Nhu Nguyen, Dang Tran, Chau Vu, Viet Nguyen, Han Tong, Ngoc Nguyen, Thuc Nguyen, Linh Khong, Quan Nguyen, Lam Cao