When I, as a creative, set out to work in the advertising industry, I longed to reach beyond it, in the mission to 'sell' something more than just products. Vinasoy is such a client who is always willing to spread a higher brand message of 'all about goodness', in such a cultural occasion as Vietnamese Lunar New Years.

Going against the norm of brands speaking about stories about families, we told a inspiring story about strangers. Strangers who were connected by a simple, but invaluable, thread of kindness. The campaign seamlessly weave the audience's acts of kindness on the digital platform to be translated into the corporate's social responsibility carried out by the brand, throughout the festive season, bringing strangers a bit closer to each other. 

It was a heartwarming journey, following where kindness goes.