TPG Awards 2017's Winner
Best Campaign of the Year
Best Video of the Year
Best Video of the Year
Executive Creative Director: Kit Ong
Creative Director: Le Huy Anh
Copywriters: Nguyen Hoang Vu, Sy Huu Vinh
Art Director: Nguyen Kim Ngoc
Designer: Ngo Thien Huong
Background: While most brands in Vietnam choose “togetherness” as their communication platform on the occasion of Tet (Lunar New Year), Vinasoy - a soy milk market leader - goes with its own Tet territory: “an lành” (kindness & tranquility). Having successfully defined “an lành” with a tear-jerker in 2016, this year, the brand aimed to further engage with the consumers and make “an lành” an act instead of just a state-of-mind.
Key message: Like a seed of soybean, “an lành” can be sowed and reaped. Hence the campaign hashtag #gieoanlành (#sowingkindness).
Creative strategy: Make “sowing kindness” a praiseworthy Tet ritual that overwrites all the negative happenings throughout the year.
Viral video
We kicked off the campaign with an inspiring story of sowing kindness.
Digital engagement
The video led the audience to "The Garden of Kindness", a real-time digital hub where they could sow kind resolutions for 2017. Vinasoy would later convert each seed of kindness into 10 boxes of soy milk to donate to flood-stricken kids in Central Vietnam.
Contextual banners
To further drive traffic to "The Garden of Kindness", we placed flash banners with well-tailored messages beside negative news articles.
Crime news:
Scandal news:
Road accident news:
Natural disaster news:
Food hygiene news:
Environmental pollution news:
