Created by Publicis Groupe Vietnam, ‘Special Invitation’ tells the story of a shopkeeper who uses a surprising tactic to invite his employee to his family home after learning of his plans to keep working over the Tet holidays.
Last year was tough for many people in Vietnam, with earnings affected by a slowing economy, making travelling home to celebrate Tet (Lunar New Year) more difficult in 2024.
With the launch of ‘Special Invitation’, Mondelez Kinh Do is calling on people to invite a friend or colleague to join their reunion dinners when they can’t travel home for Tet. Reunion dinners are the most important event held during Tet festivities when multiple generations of family members gather after a long year, but traditionally, only immediate family members are invited.
The film drives consumers to a microsite where they can create an invitation for their friends and colleagues, and is supported by a podcast, KOLs and online engagement with digital strategy by Digitas, PR by MSL and production by Prodigious Vietnam.
“This Lunar New Year, we saw an opportunity to show how a small gesture can go a long way towards lifting the spirits. It continues a long series of campaigns from Mondelez Kinh Do, which are dedicated to keeping traditions alive in Vietnam – an important part of our brand mission,” says Sameer Yadav, Marketing Director at Mondelez Kinh Do Vietnam.
Last year, Mondelez Kinh Do also called on Vietnamese employers to give people one full day off to celebrate Tet Trung Thu (mid-Autumn festival), the second biggest festival in Vietnam; while in 2021, the brand empowered people to bring old family photographs to life, keeping the Trung Thu festival atmosphere alive during lockdowns.
Paolo Garcia, Chief Creative Officer at Publicis Groupe Vietnam, adds: “Vietnam is transforming at an extraordinary pace, and some of the country’s most cherished traditions are at risk of being left behind. It is a wonderful honor to work with the team at Mondelez Kinh Do to keep traditions alive, this time reminding everyone how important it is to preserve Vietnamese culture and celebrate Tet with the people we care about.”
Within six days of launching ‘Special Invitation’, the campaign achieved over 1.6 million views on YouTube and TikTok, and 20,000 visits to the microsite.
Client: Mondelez Kinh Do
Brand Development Manager: Tran Hong Ngoc
Senior Brand Manager: Nguyen Thi Thuy Dung
Brand Manager: Nguyen Thị Thanh Man
Consumer Experience Lead: Hoang Ngoc Truc
Agency: Publicis Groupe Vietnam
CEO: Kate Bayona-Garcia
Chief Creative Officer: Paolo V Garcia
Managing Director: Firzan Mulafer
Business Head: Abhishek Banerjee
Chief Strategy Officer: Pepper Feraren
Executive Creative Director: Andy Soong
Associate Creative Director: Thuy Dao
Senior Art Director: Viet Nguyen
Copywriter: Anh Nguyen
Junior Copywriter: Thinh Nguyen
Copywriter: Hoan My Nguyen
Graphic Designer: Huy Phat Tran
Junior Designer: Ngoc Dung Doan
Integrated Planning Director: Ravi Iyer
Senior Planning Manager: Dinh Cao
Senior Planner: Thu Tran
Senior Account Manager: Nguyen Truong
Account Executive: Bao Nhi Le
Account Intern: Tram Tong
Operations Coordinator: Thao Trang Nguyen
PR: MSL Vietnam
Head of Social: Raine Le
Creative Group Head: Karl Fajardo
Senior Copywriter: Tu Tran
SO Manager: Ma Thanh Phat
Senior SO Executive: Nguyen Minh Quan
Social Media Manager: Tran Nguyen
Social Media Executive: Ngan Phan
Social Trainee: Thanh Thuy Phan
Digital and UX: Digitas
General Manager: Julian Brzoska
Technical Director: Nguyen Vo
Senior Account Manager: Huy Tran
Senior Account Executive: Thanh Tran
Project Management Trainee: Vy Tuong
Senior UX/UI designer: Ha Huynh
UI/UX Consultant: Nha Nguyen
Technical Operator: Dien Vo
Production: Prodigious Vietnam
General Manager: Stuart Howe
Producer: Yen Hai Lam
Operations Manager: Diep Trinh
Production Manager: Minh Triet Nguyen