The untraditional tradition

Agency: Publicis


In Vietnam Tet is the biggest holiday of the year stretching across 1-2 weeks. Traditionally everyone goes to their hometown to visit their family. However as Vietnam embraces more progressive thinking there are couples who consider taking this holiday time to rest and recharge instead. As a progressive global brand, Heineken wants to "open your world" to new ways and to challenge routine thinking. But how do we do this without offending or throwing away timeless traditions? To demonstrate that there is a way to stay true to tradition without being traditional, we did a Tet campaign that pranked one unsuspecting husband to open his world, and ultimately his Tet.

This professional campaign titled 'The untraditional tradition' was published in Vietnam in January, 2017. It was created for the brand: Heineken, by ad agency: Publicis. This Experiential medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted over 6 years ago.


Advertising Agency: Publicis, Vietnam
Creative Director: Brian Jung
Art Director: Nga Bui
Copywriter: Hoa Chau
Account Team: Ngoc Lan Tran, Minh Dang
Head of Planning: Sajju Ambat
Agency Producers: Yen Lam, Mai Nguyen
Director: Giovanni Fantoni Modena
Post Producer: Huy Phan Viet Quoc / Clubhouse

Zlaty Bazant
Royal Navy & Ro...


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