The untraditional tradition

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.