A new campaign gives dignity to Vietnam's unsung heroes

In the bustling heart of Ho Chi Minh City, where motorbikes weave through crowded streets and the aroma of street food fills the air, there exists a workforce that often goes unseen. These are the city’s silent engines—the tireless individuals who keep the urban machine running: the street vendors, the cleaners, the faces we pass every day without truly seeing. This scenario resonates far beyond Vietnam’s borders across much of Asia, where the manic pace of city life depends on an army of unsung heroes.

In recognition of these workers, consumer finance company Home Credit Vietnam collaborated with creative agency The Friday to launch its Labour Day campaign, 'The Quiet CVs'. 

At its heart, the campaign (watch below) reframes the work of these everyday heroes by turning their jobs into professional CVs. The idea is simple yet profound: a cleaner’s early morning routine is described as a professional achievement—maintaining public spaces with efficiency and care. A food vendor’s relentless hustle to feed hundreds of people each day is celebrated as entrepreneurial expertise. The concept is to go beyond mere acknowledgment and dignify their work while challenging societal biases. 

“What makes this effort particularly powerful is its ability to elevate ordinary jobs into extraordinary stories of dedication and expertise,” says Khoa Pham, The Friday’s creative director. “By presenting their daily work through the lens of professional achievements, we honour these remarkable individuals who keep our cities running.”

The campaign film, just over a minute in length, is understated yet deeply emotional. Its strength lies in its simplicity: the narration is sparse, the visuals do the heavy lifting, and there’s no over-the-top production to distract from the workers’ stories. Instead, the film invites viewers to see these individuals as they are—skilled, hardworking and indispensable. This respectful, thoughtful approach avoids the trap of pity and instead lends these workers the dignity they deserve. The theme ties-in with Home Credit’s mission of financial inclusion as well. 

Campaign’s Take: The work undeniably has its heart in the right place and it helps spark an important conversation about the dignity of invisible labour. But it stops short of delivering transformative impact. Beyond raising awareness and a compelling short film, it leaves the audience wondering: what next? Where are the partnerships to improve working conditions, or the financial initiatives to support and empower these individuals? Awareness is a necessary start, but without action, the campaign risks becoming a well-intentioned yet fleeting gesture. It’s a good campaign, but it had the potential to be great.