Tell the tale of a confident, strong man and why his coffee will always be NESCAFÉ CAFÉ VIET

開始 2015年1月05日 結束 2015年1月25日 23:59 UTC 審議 結果 2015年3月
2015年1月25日 23:59 UTC

Clarification about format

1月16日 09:09

Submitting only a poster will not be enough for this contest as we are asking for a presentation. You can submit a poster or visual storyboard but make sure you also answer the 4 questions found in the brief.



Some men are attractive in the way they carry themselves – their walk, fit body, confidence, wittiness and very obvious charm. They send out a vibe of strength and confidence. Women adore them and men want to be their friends. Their conduct helps them achieve their desired goals in every aspect of their life – they get the beautiful girl, they’re captain of their Sunday football team and are always surrounded by good friends, who consider them the leader.

These men need a strong coffee to match their powerful personality and that’s why they always choose NESCAFÉ CAFÉ VIỆT. It’s a strong coffee (iced black coffee & iced milk coffee) that has been created to meet the ideal coffee taste of Vietnamese men. It’s a strong, elegant, full-bodied coffee that gives them that strong kick they need. So when it comes to their coffee fix, NESCAFÉ CAFÉ VIỆT is something that they will never compromise on.

This brief requires you to bring out the strong, confident, witty man in you. You are needed to help Nescafe Vietnam find new ways of conveying the message that Strong coffee for Strong Men – how can you articulate this spirit in a creative way that would appeal to men and make them want to be part of the NESCAFÉ CAFÉ VIỆT world?


Tell us a story about a strong, confident, witty man that turns to NESCAFÉ CAFÉ VIỆT for his strong coffee fix

The idea should connect with men that fit the profile of NESCAFÉ CAFÉ VIỆT drinker. Tell the story of this man. How does he handle situations in life with wit and elegance after drinking NESCAFÉ CAFÉ VIỆT? Think of Bradley Cooper, he presents himself with confidence and charisma but he’s not extravagant or arrogant. He can be silly and funny but everybody loves and respects him.

Your entry should be very inspiring. Create something that would grab their attention immediately and entice them to grab a cup straight away. You can choose to entertain them through features that men like - action, humor, etc. Whatever it is, make sure it’s creative and original.

Please take a look at the brand’s previous campaign. We want you to keep the spirit of this man but add an element of character and story. How does his wit and confidence come across in different situations? Make him relatable through a story that sheds more light on his personality.

Please make sure to answer these questions with your entry:

  1. What is your main message?
  2. How will your idea appeal to the NESCAFÉ CAFÉ VIỆT drinkers?
  3. What promotional activities can NESCAFÉ offer with your idea (think of an idea that would fit your story – digital ideas/on street activation/in-store experience/ exciting packaging)?
  4. Where will people meet your activities? Where will they be displayed?



Example | 2 guys come back home after playing football. One of them, Pin, goes to the cupboard and finds that there is only one more coffee left in the NESCAFÉ CAFÉ VIET package. He looks over to Thao (his best friend and captain of their football team). Pin suggests a game of poker and Thao agrees. After playing for a while, Pin smugly shows that he has a full house and reaches for the coffee. Thao unveils a royal flush. Pin is devastated. Thao goes to the kitchen and prepares his coffee. He comes back with 2 half full cups. Pin is extremely happy. They cheer.

A promotional idea to go along – a mini card game (poker/football cards) inside the package that guys can play for the title of “Top VIETMan”.



  • #1 獎金 € 3,000
  • #2 獎金 € 1,500
  • #3 獎金 € 1,000


Presentation with text and illustrations (maximum 6 pages of PDF)


We are looking for inspiring stories that express the NESCAFÉ CAFÉ VIỆT spirit in an original, surprising manner. Make sure not to portray your hero as an arrogant man. Viewers should want to be his friend. The winning entry will show an idea that is fresh and creative. It will serve as the brand’s approach, so make sure you send in exciting and fun to engage in.



  • Please submit entries in English.
  • Brand color is predominantly Black and Red. White can be an additional color; and Gold is used as a special color when needed.
  • Please don’t create stories about success at work/career.
  • The brand is associated with the BLOWN AWAY effect, the Shock that people get after taking a sip of THE COFFEE and the CRACKING effect.
  • Your entry can have an element of sensuality but no sexuality (keep it elegant).
  • You can promote strength but please don’t show any dangerous activity.
  • No animal abuse or any politics-related topics/activities.
  • Please include the NESCAFÉ CAFÉ VIỆT logo: download here.
  • Please answer the questions (found in the “brief” section) on a separate page.


  • 不要在作品中展現任何個人細節(姓名、聯系電話、郵件地址等等)
  • 請保留一份高質量或高清版本的參賽作品,以供在獲獎後使用。
  • 你提交的作品必須是你自己的創作,才具有參賽資格。
  • 你必須取得所有參與媒體創作的作者與演員,每個人的書面許可。
  • 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容),請在你的媒體描述說明中註明,不管你所使用到的音樂和/或圖片是否為自己創作,請提供授權連結證明你有這些內容的使用權利。
  • eYeka愛可網將可能要求你提供書面證明或書面文件的複件,以確保eYeka愛可網和品牌客戶能根據比賽規則獲得使用這些作品的授權。
  • 不符合上述規定的作品將不具備參賽資格。