| Title | POT OF GRATITUDE |
| Brand | UNILEVER |
| Product / Service | OMO |
| Category | A01. Mailings |
| Entrant | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
| Entrant Company: | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
| DM/Advertising Agency: | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
Credits | |
| Name | Company | Position |
|---|---|---|
| Bob Cohen | Lowe Vietnam | Executive Creative Director |
| Antonio Bonifacio | Lowe Vietnam | Associate Creative Director |
| Antonio Bonifacio | Lowe Vietnam | Art Director |
| Josh Breidenbach | Lowe Vietnam | Art Director |
| Chian De Leo | Lowe Vietnam | Art Director |
| Vanessa Hurst | Lowe Vietnam | Agency Executive Producer |
| Duy Ho | Lowe Vietnam | Production Manager |
| Siddharth Malhotra | Lowe Vietnam | Account Director |
| Anh Tran | Lowe Vietnam | Account Manager |
| Indraneel Guha | Lowe Vietnam | Head of Planning Services |
Brief: Tet, the Lunar New Year is the most important holiday in Vietnam. Much of the spirit of the holiday is based on the value of gratitude. How to associate OMO with Tet and encourage kids to give a symbolic Tet flower to their mothers as an act of gratitude.
Creative It's a pot. Inside the pot is dirt, and 2 sachets (OMO and Tet flower seeds). Buried in the dirt is an OMO T-shirt. Instructions on sachets: wash shirt with OMO, plant seeds in pot. The cared for plant becomes symbolic Tet gift.
Solution An all in one direct mail that put both the product and the act of giving into action. By getting dirty, kids could show gratitude to their loved ones, so we proved that Dirt is good.
Results: OMO is associated with Tet and gratitude. Pots distributed: 14,000 Packs sold: 25,000,000 ROI: 4.6 dollars for every dollar spent