MY CREATIVE INK
when ECD was away, i was given an opportunity to do a pitch with one extra-bolded word that excited me so much.
"DISRUPTIVENESS"
"DISRUPTIVENESS"
so let's talk a bit about Rockstar.
it's an intense energy drink that is set to be the potential direct competitor of the giant - RED BULL and new to the market
that targets blue collars.
USP: providing long-lasting energy helps you endure hardship.
tonality: positive mindset, willingness to get sh*t done through the day.
it's an intense energy drink that is set to be the potential direct competitor of the giant - RED BULL and new to the market
that targets blue collars.
USP: providing long-lasting energy helps you endure hardship.
tonality: positive mindset, willingness to get sh*t done through the day.
we were blessed, proud, full of hope, till client changed the SOW into creative adaptations.
and that was when disruptiveness is disrupted.
and that was when disruptiveness is disrupted.
1 | BỀN MỚI NÊN
2 | NƯỚC BỀN LỰC
after 24hr asking myself, i arrived at the question:
"what will make Red Bull look weak?"
my answer was:
"when you’re tied with a long task list and you’re not allowed to sit back to recover; or to make mistakes and get over, your positivity and enthusiasm aren’t gonna keep you going on and get sh*t done.
but your capacity to endure the hardship does."
but your capacity to endure the hardship does."
as we worked in team, we could have more fun together.
sometimes, fun means challenging the category norm and laughing as if it could be executed in real life.
sometimes, fun means challenging the category norm and laughing as if it could be executed in real life.
here we go.
"Rockstar people aren’t those who need an instant boost to help them get over their down moments because they have none.
they literally don't have that luxury.
what they need is the durability to keep them moving and get sh*t done."
they literally don't have that luxury.
what they need is the durability to keep them moving and get sh*t done."
EXECUTIONAL IDEAS
making noise with a film featuring a rockstar
and its... bull.
and its... bull.
the category named us “Nước tăng lực”,
we named ourselves "nước bền lực.
we named ourselves "nước bền lực.
with credits to,
sr. art director: Chinh Nguyen
copywriter: Chau Huynh
account management: Anh Vo, Linh Ho
strategic planner: Sajju Ambat, Han Le
sr. art director: Chinh Nguyen
copywriter: Chau Huynh
account management: Anh Vo, Linh Ho
strategic planner: Sajju Ambat, Han Le
