Catalan

Tết Ổn Rồi

Compose / Arrange / Mix & Master

2024

Overview

Our mission is to produce music for Lifebuoy's advertising that is different and more prominent than the brand's previous Tet music products.
Market share of 1.1 billion users, 60% GenZ, more than 154 countries globally promote "team" work culture: dancing, filming videos, pov comedy, etc.

Grasping this trend, Garnier wishes to have a music marketing campaign targeting this audience group.

Challenge

In today's fast-paced world, it's easy for families to drift apart. Our challenge was to create a song that could reconnect families, evoking warm memories of shared moments and reminding them of the importance of home. Catalan, a provider of quality tile products, wanted to emphasize the role their products play in creating a welcoming and inviting living space

Approach

To capture the essence of Vietnamese family life, we focused on three generations: grandparents, parents, and children. This diverse family unit represented a model of togetherness and unity. We also incorporated the unsettled feelings that often accompany the Tet season, adding a layer of authenticity and relatability.

Solutions

Our approach involved crafting a song that was both catchy and emotionally resonant. We carefully selected sounds and tones that evoked warmth, nostalgia, and a sense of belonging. The song's structure transitioned seamlessly from calm moments to energetic climaxes, mirroring the ebb and flow of family life.

The result was a commercial song that resonated deeply with audiences. Its infectious chorus and heartfelt melody made it a viral hit, surpassing the popularity of many other Tet songs.

Results

The campaign was a resounding success, garnering over 1.9 million views on YouTube and an impressive 250,000+ views on TikTok within just two weeks.

The song's popularity demonstrated the power of music to connect people and create lasting memories.

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