FAMI ‘The modern tale of Lang Lieu’

BRIEF
During Tet in Vietnam, gifting is dominated by confectionery and beverages. Our challenge was to earn Fami soymilk a place in that conversation, despite it never being a considered gift.

INSIGHT
Tet gifting has become performative. People overthink, overspend, and gift to impress, creating emotional and financial pressure, while losing sight of what giving is really about: sincerity.

IDEA
We reframed Fami as a true gift of goodness by retelling a familiar folk tale. Inspired by Prince Lang Lieu — whose heartfelt Tet gift triumphed over lavish offerings — we created a modern version that reminds people to give from the heart. A Tet celebrated simply, sincerely, and with goodness only.

Client: Fami soymilk - Vinasoy Corp
Agency: BBDO Vietnam
Creative: Tien Vo, Lam Phan, Trang Tia Nguyen
Director: Nhu Dang
Production: Plan A