MaxKleen’s Tet campaign encouraged women to let go of the burdens they carried throughout the year and fully enjoy the holiday, while highlighting the convenience and effectiveness of MaxKleen’s cleaning products.
The campaign was built around Vietnamese wordplay, connecting “giặt” (wash) with “gặt” (harvest), and “xả” (rinse) with “xả” (release). This linked MaxKleen’s cleaning benefits with the idea of clearing away both dirt and the stress of Tet preparation.
The Tet film is a 1-minute music video featuring the MaxKleen Mom as the central character. Through her actions, she helped everyone “release” the tensions and pressures of Tet preparation, transforming cleaning from a burden into a moment of care and connection.
Key Visual and Tet Film
Credits:
Ngoc Nguyen - Creative Director
Yuko Mitsuhashi - Senior Art Director
Kim Ngoc - Senior Copywriter
Minh Thanh - Copywriter
Chou Ho - Designer
