Ms. Bach Tuyet: Comeback to mom’s lullaby

A no-budget campaign for Vietnamese singer Ms Bach Tuyet, Come Back to Mum’s Lullaby, aimed to reignite Gen Z’s interest in traditional music style cai luong.

Campaign details

Brand: Ms. Bach TuyetAgency: Dentsu RedderRegion: APAC

Strategy

Objective

Everyday the ear of Vietnamese genZ is a battlefield of music genres: pop, hip hop, rock...all trying to earn the views, top the YouTube chart, trend the Tiktok.

Target...

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