Lowe Vietnam creates Omo campaign for Tet

Beginning with a television spot running nationally on all leading channels, the through-the-line campaign drives the creative idea through 16 different touch points, each touch point making the campaign progressively actionable.

The agency also invented a new touch point, branded 3D story books of ‘family connectedness’ aimed to become a must have for every family in Vietnam. The campaign’s culmination is a ‘Book of bonds’ created on- and off-line that captures millions of Tet bonding stories created by Vietnamese people.

Lowe Vietnam says that Omo enjoys an iconic status in Vietnam, meaning that the brand’s Tet campaigns are always the talk of the town. Tet is an important moment for the mothers in Vietnam to ensure that kids learn the important life lesson of family bonds. But nowadays kids are growing up in an environment full of distractions and an expanded social circle. While rituals are followed, the wealth of emotions behind these rituals is being missed.

A spokesperson says it is the tension in that treasured emotion of family bonding during Tet where the new campaign lies. “The global brand idea of Omo – Dirt is good, makes this Tet territory actionable and the simple brand tone humanises the message,” he adds.

Credits:

Client Unilever Vietnam
Agency Lowe Vietnam
Chief creative officer (Region) Clinton Manson / Dominic Stallard
Executive creative director  Bikramjeet Ghosh
Associate creative director Daryl Villanueva
Writer Toan Tran, Tuan Le
Art director Dap Nguyen, Nga Bui