Currently in Vietnam there are lots of skepticism especially driven by the internet that is dividing people’s opinions, as well as lives. Except for football, there’s perhaps nothing that unites people. No brand has is playing the role of a cultural leadership either for bringing people together.  Coca-Cola saw this as an opportunity to launch a Tet campaign with the aim of removing skepticism and uniting people. 

We came up with the campaign idea ‘GOODNESS TOGETHER’. We started with designing the Limited edition coke can. Followed by the ATL campaign that shows for every issue dividing people there are plenty more optimistic deeds that bring people together. On-ground we created a series of live action billboards where real people will come together forgetting their reasons of divide. In social, there’s a similar amplification plan that will have real people sharing stories of uniting with people they have been divided from.