Popular P&G brands of detergent and fabric softener Ariel and Downy wanted a campaign to increase brand loyalty for both brands in Vietnam during Tet 2018.

Tet, the Vietnamese New Year, is the busiest commercial season of the year. The CSR campaign asks consumers to contribute used clothing that Ariel and Downy would wash and distribute to those in need all around Vietnam. In the midst of various Tet hypes, such as family reunions, new-year shopping, and Tet decoration, this stands out with a distinctive message: a precious gift is a new beginning.

Through the narrative of Chèo performers, the traditional musical theater artists of ancient Vietnam, the film introduces the audience to the idea of sharing. During regional festivals and the Lunar New Year, semi-amateur touring groups frequently perform Chèo outdoors in village squares. After centuries being a fading art form, today it is preserved in indoor theatre by professional performers.