Executive Creative Director: Thinh Nguyen
Copywriter: Hoang Nguyen, Vinh Nguyen
Art Director: Khoa Vu
CHALLENGE
Boss Coffee wants to position itself as the buddy of male blue-collar breadwinners.
INSIGHT
Vietnamese breadwinners are those who dare to do anything for the sake of families. However, there is one thing they dare not to: get tired.
IDEA: THE COFFEE FOR THOSE WHO DARE NOT GET TIRED
A long-term Boss Coffee brand platform that pays sincere tribute and practical support to the most overlooked supermen.
CREATIVE DEVICE: Breadwinner Shoulder
Inspired from Vietnamese term "gánh vác" (shoulder the family) - we visualize men's biggest motivation
that touches millions of breadwinners.
Beyond tribute, we collaborate with national television (VTV) to produce a 10-episode series featuring 10 real stories of 10 blue-collar.
We organize a factory tour activation across the North to uplift and give breadwinner workers the support that matters the most.
We partner with Grab to launch a meaningful initiative - financially supporting Grab drivers' families with tuition scholarship, healthcare insurance, cash, etc.
