Boss Cafe
Trụ Cột Mà, Sao Dám Mệt!
In Vietnamese culture - men are always perceived as masculine creatures that dare to do everything. They rush into the fire to save a life. They sail across the sea despite the storm. But even to the male blue-collar workers who work day and night to shoulder their family’s dream, there is one thing they dare not do.
“Being a breadwinner, I dare not to get tired”
Introducing “The coffee for those who dare not get tired”. By spending weeks immersing into the life of blue-collar breadwinners, as a true buddy, BOSS Coffee deeply understands all the unspoken thoughts of blue-collar workers to portray an emotional campaign paying tribute to these tireless men.
Role: Art Director
Year: 2024
Client: Pepsico Vietnam
Agency: Dentsu Creative Vietnam
Executive Creative Director: Nguyễn Hữu Thịnh
Copywriter: Vinh Đỗ, Hoàng Nguyễn
Designers: Sang Trương, Uyên Nguyễn
Production House: May Production
Post Production: Tailormade
Director: Johan Stahl
Scope Of Work: Art Direction, Production Supervision, Key Visual, Ideation
Breadwinner's Shoulder
Taking inspiration from Vietnamese culture, men's shoulders are associated with bearing all the adversities and being a solid backing for the whole family.
BOSS Coffee presents an outstanding creative technique of “motivation on the shoulder” depicting all the dreams and happiness of the family which act as a stimulus for the men to endure hardship with optimism. This technique quickly touched and created big stopping power to the audiences when implemented in the TVC as the meticulous miniature on each character’s shoulder.
