Vietnam Young Lions 2022
Proposed by Loan Vu & Phuong Dinh
Ong Bau Coffee with the tagline “Live Real. All Passion” (“Sống Thật. Sống Trọn Đam Mê”), targeting underserved students (20-22 y.0) and first-jobbers who love to express themselves, go their own way, look for experience rather than possession.
Ong Bau aims to launch a campaign to deliver the message in a meaningfully differentiated way.
BIG IDEA:
PASSION WITHIN REACH ~ “ĐAM MÊ DỄ CHẠM”
Instead of trying to take it out loud like other brands with strong and aggressive passion, we chose to approach this issue in a different, meaningful way so that anyone can pursue their passion.
– You can satisfy your music passion with a karaoke machine at home when you consciously have limited capacity.
– You can satisfy your sports passion for becoming a coach when you have weak strength and speed.
– You can satisfy your gaming passion by designing characters in your dream game.
– You can satisfy your music passion with a karaoke machine at home when you consciously have limited capacity.
– You can satisfy your sports passion for becoming a coach when you have weak strength and speed.
– You can satisfy your gaming passion by designing characters in your dream game.
Phase 1: Teasing
Phase 2: Mass Awareness
TVC proposed
Phase 3: Engage & Amplify
