Omo: Coming Home

Lowe Singapore and Unilever brand OMO have released a reunion-focused campaign for Vietnamese Lunar New Year (Tet) 2015. The campaign features TVC, outdoor, and an activation which will give 5000 Vietnamese people a return ticket to their hometown for the Festival.

The campaign targets Tet’s strong tradition of family togetherness. Lowe used the insight that today many people migrate from rural areas to eke a living in the cities. For some, cost of travel to reunite with a family many miles away can be prohibitive, resulting in separation over years, even for the special New Year season.

The TVC illustrates this insight. An old man, whose craft is the dying art of ‘Tohe’ (festive rice toys), receives a letter from his daughter; he has not seen her for three years, due to geographical distance. And, unlike the young generations, he is not able to read. The TVC depicts a thoughtful deed by a young city girl, which echoes the spirit of Tet. The TVC ends with the caption [translation] “For us, Tet is around the corner. For the old man it is far away.”

As part of the activation, OMO is 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. The children will also have the opportunity to share stories of Tet and of people who are sometimes unable to see their families for the Festival.