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Created by Lowe Singapore for Unilever brand OMO, this 90 sec commercial is part of a campaign that aims to actually reunite families fot Vietnamese Lunar New Year (Tet).
Tet is a festival holiday that is celebrated with family, and the OMO campaign will give 5000 Vietnamese people a return ticket to their hometown for the holiday. Many rural Vietnamese have moved to the cities to make a living, for some the cost of travel prevents them from visiting family. The commercials shows an old man in such a situation, as he tries to sell 'Tohe' (traditional festive rice toys). Kids ignore his dying art, all but one little girl, who helps the old man read a letter from his daughter. "Please come home for Tet" the letter reads and reveals that the old man hasn't been home to visit in 3 years.
The young girl concerned with the man, gets dirty as she makes a beautiful banner for the man to put on his stand as a "good luck charm". The banner reads "For us, Tet is around the corner. For the old man it is far away."
OMO is also working with Vietnam's Ministry of Education & Learning, so that children from 60 elementary schools will design their own, colourful tickets for the 5000 travellers.
Aseem Puri, Global Business Director, Unilever explains: "Family reunion is one of the strongest, binding traditions of Tet. We wanted to build a story around this tradition, but also make it relevant to modern audiences in a currently less-than-buoyant economy. The story in the TVC, supported by the activation, is the perfect way to communicate these aspects, while also offering something tangible that truly reflects Tet's sense of family and giving."
Erick Rosa, ECD, Lowe Singapore adds: "Actually this was a wonderful opportunity to work closely with Vietnam's traditions and implement an ambitious, inclusive activation idea. Tet is a poignant time of year for Vietnam's city workers, and while we hope to have conveyed emotive qualities in the video, the overall outcome of the campaign is positive and genuine. We wanted to highlight an issue, but also in some way offer a solution to it."
Srija Chatterjee, Regional Business Director, Lowe Singapore, says: "It was our aim to also add an educative aspect in this campaign, which could help nurture Tet's compassionate qualities in children. You can see this in the little girl's character in the TVC, and also we hope school children will have a chance to think about who they could give a nicely-drawn ticket to, and send them home for Tet."
Advertising Agency: Lowe Singapore, Singapore
Creative Director: Erick Rosa
Senior Art Director: Loh Seow Khian
Copywriter: Viraj Swaroop
Producer: Pamela Phang
Regional Business Director: Srija Chatterjee
Production House: Bullet Productions Bangkok
Post Production: VHQ Post Singapore
Composer: Peter Jones