Results and Effectiveness

The drama attracted more than 18 million viewers, numerous advertisers and generated headlines in both countries by involving top-level executives from the two governments including the Prime Minister of Japan and the Prime Minister of Vietnam. The drama was highly evaluated in the industry, and awarded in five major categories including the grand prix at the Vietnam Film Festival – the most prestigious film festival in Vietnam. After the broadcast's positive response from Vietnamese audience, VTV signed a deal to air multiple drama series produced by TBS.

Creative Execution

We crafted a media content solution by producing a special TV drama celebrating the 40th anniversary of the two counties and broadcasting it on each of their most influential television stations– VTV and TBS. The drama, “The Partner”, is a 2-hour special that depicts the present day and the 1900’s in Japan and Vietnam, inspired by the story of Phan Boi Chau. By arranging an opportunity where audiences in both countries could share the very moment, it aired on prime time television last September 29th, 2013, simultaneously across time zones in Vietnam and Japan. We provided support in the partnership between the two broadcasters as well as manage the production. The drama was filmed in two countries, with collaborating directors and crews from VTV/TBS, and featuring leading actors from each country. Production value amounted to 3 million USD, which is a first of its kind in Vietnam’s TV drama history.

Insights, Strategy and the Idea

2013 marked the 40th year of diplomatic ties between Japan-Vietnam, and the president of VTV, Vietnam’s largest TV-station, presented an opportunity for us to develop a cultural event for this occasion. While in search of the idea, we found an inspiring article about a Vietnamese man called Phan Boi Chau. He was exiled to Japan and formed a strong friendship with a Japanese man who supported to free Vietnam out of French colony. His story compelled us to challenge the brief and come up with a first cross-border original TV-drama, jointly produced by two countries, which rekindles and celebrate a history of friendship. VTV expressed excitement with the proposal. We flew to Japan determined to make this happen. After tough negotiations with several big TV stations, TBS, agreed to this enormous project.