this campaign was running during tet 2018 to enhance brand love for ariel and downy in vietnam. ariel is a detergent brand and downy is a softener brand of procter & gamble.
tet - vietnamese new year - is the busiest commercial season of the year. in the middle of various commercial trends: family gathering, shopping for new year, tet decorating; p&g campaign stands out with an unique concept: sharing. tet is the time when people can take a deep breath and look around. so they can realize that there are many broken and unfortunate lives. it's the time when we could share our happiness and kindness for a better year to come to every vietnamese.
a prescious gift is a new beginning.
take a look at new beginning's story board
creative director: du tang
art director: dinh dinh & vu vy anh
copywriter: truc & anh thu nguyen
director: cheong heng ho