Vietnam – In honour of this year’s Tet, the laundry detergent brand OMO, owned by Unilever, collaborated with MullenLowe Mishra to produce a moving music video. The film tries to urge consumers to preserve their perseverance and positivity in the face of the year’s hardships.
This campaign takes place in the context of the recession’s more general economic effects, which include several macro-level issues like increased job losses and limitations on everyday spending. Because many Vietnamese people live far from their hometowns during Tet, OMO tries to bring new life and optimism to the celebration. The brand aims to emphasise that hope flourishes where dedication (and dirt) exist, highlighting the idea that optimism and tenacity triumph even in the face of hardship.
In this five-minute film, two kids live with their grandfather while their mother works in the city to try and support the family during hard times. The kids work hard to care for the apricot trees despite the difficulties, hoping that they will bloom in time for Tet, when their mother can return home to be with them.
The viewer is moved by the children’s use of mud and soil to care for the apricot trees at home, which is a metaphor for their mother’s efforts to work numerous jobs and improve the family’s financial stability.
