Ensure Gold
Tết 2025
A year has passed despite many disappointments, but nothing can extinguish hope for the new year. Because we always have our parents by our side to give us hope.
The film is the intertwining stories of three main characters representing the North, Central, and South of Vietnam.
They are ordinary people who work hard to make a living all year round and face the difficulties of the current economic downturns. When Tet draws near, they come back to their hometowns to being good children of their parents, so that their parents can give them more energy and hope for the new year through life lessons.
Role: Art Director
Year: 2025
Client: Ensure Gold
Agency: Dentsu Creative
Account: Uyên Nguyễn, Trâm Nguyễn, Chúc Anh Nguyễn,
Executive Creative Director: Nguyễn Hữu Thịnh
Designer: Bảo Uyên, Sang Trương
Director: Chung Chí Công
Production House: 30 Production
When In Doubt,
Ask Your Parents
For our Ensure Gold Lunar New Year 2025 campaign in Vietnam, we wanted to shine a deeper spotlight on the traditions that Vietnamese parents have lovingly upheld for generations — not just for their spiritual meaning, but also as a way of teaching their children life lessons that could only be truly understood through experience. These practices, often passed down quietly through the years, are our parents' way of preparing us for the hardships of life, showing us values like resilience, gratitude, and perseverance — lessons that aren't easily learned the easy way, but must be lived to be understood.
To honor this, we created eight authentic stories featuring real voices, real families, and real traditions from all three regions of Vietnam. We visited them in their homes on Lunar New Year’s Eve, listening to the rituals they continue to practice and the lessons they most hope their children will carry forward. Their photos, voices, and intimate moments were then woven together into a heartfelt audiobook — a piece that captures an authenticity and emotional depth that even our 5-minute short film ads couldn't fully deliver. Through this project, we wanted to preserve not just the traditions, but the emotions and wisdom behind them, in a way that feels as real and enduring as the love between parents and children.
