Award: CAMPAIGN CATEGORIES \ C16. Best Experiential Brand

For Tet 2026, Lifebuoy sought to rise above a cluttered festive season by addressing an unspoken cultural tension: the invisible pressure young workers face to deliver a “complete” Tet through material success—often at the cost of their health and presence.

To challenge this mindset, Lifebuoy launched a multi-sensory interactive exhibition that reframed the true value of the holiday. Through a six-zone immersive journey, visitors confronted the hidden trade-offs behind material gifts—priced not in money, but in time away from loved ones. The experience culminated in a powerful realization: Tet is not defined by what you bring home, but by returning home healthy.

In just five days, the exhibition attracted 15,000+ visitors, sparked 12,700+ social discussions, and reached over 20 million views—transforming a brand message into a nationwide emotional movement.