FAMI ‘The modern tale of Lang Lieu’

To make Fami soymilk a new alternative gift for Tet holiday, an occasion where confectionery and beverages have dominated, we rewrite this gifting culture with musical film ‘The modern tale of Lang Lieu’, a modernized version of a widely known Vietnamese folk tale about Prince Lang Lieu, whose sincere Tet gift, compared to those lavish ones from his older brothers, won the heart of his king father.

As gifting plays an important part in this biggest event in Vietnam, many people take it too serious, turning it an occasion to make themselves look good in front of others. This causes an unnecessary burden, emotionally and economically, and diminishes the true meaning of giving each other goodness.

Borrowing the traditional material, the film encourages consumers to release themselves from materialistic burden, so that they can celebrate Tet naturally and bless each other with a true gift of goodness - Fami soymilk in this case.

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