Khép Sắc Ồn Đỏ, Khai Vị Tết Xanh
We were briefed by Phúc Long, a Vietnamese tea house with a 60-year-old heritage, to ideate a new product pairing and deliver a full IMC plan for Tết 2026 to assert Phúc Long’s positioning as a modern, innovative Vietnamese brand with bold, high-quality tea-based beverages.
Recognising how Tết often feels performative for Gen Z, we reframed the anxiety-inducing occasion as a green screen where expectations are just added effects. This strategic lens inspired our creative device, challenging the traditional Tết red by positioning Phúc Long’s green as something iconic, potentially the new symbol of Tết and of how young people can reclaim and reinvent tradition instead of performing it on cue. The product pairing amplifies this colour pairing for a cohesive, high-impact system.
