The Quiet CVs

Home Credit Vietnam, in collaboration with The Friday, has launched a Labour Day campaign "The Quiet CVs" that turns the spotlight on an often-invisible workforce powering Asia's urban economies.
Set against the backdrop of Ho Chi Minh City, one of Asia's most dynamic metropolises, the campaign (watch below) draws attention to the essential workers who form the backbone of urban life. In scenes familiar to anyone who has visited Southeast Asia, the city pulses with street vendors and maintenance workers - vital contributors who typically operate in society's shadows.

The campaign's central concept transforms everyday workers' untold stories into professional CVs, highlighting the dignity and importance of jobs that rarely make it onto traditional résumés. A street cleaner's pre-dawn commitment becomes "maintaining public spaces with efficiency," while a food vendor's daily service to hundreds is reframed as "entrepreneurial expertise".
"What makes 'The Quiet CVs' particularly powerful is its ability to elevate ordinary jobs into extraordinary stories of dedication and expertise," says Khoa Pham — The Friday's Creative Director. "By presenting their daily work through the lens of professional achievements, we honor these remarkable individuals who keep our cities running."
The campaign's main film, running just over 60 seconds, makes its impact through subtlety and authenticity. Without dialogue and using genuine visuals, it allows the workers' experiences to shine through naturally. Rather than employing dramatic techniques or flashy production values, the film presents these individuals with well-earned respect—showcasing their skills, work ethic, and essential role in society.
“The Quiet CVs” aligns perfectly with Home Credit's mission of financial inclusion, demonstrating their commitment to recognizing and supporting consumers across all sectors of society. The campaign will run across various media channels, featuring real stories from Vietnam's everyday heroes.