Video Production, Storyboarding
Video Production, Storyboarding
Kết – The "De-single-fier"
Making Kết Coffee the perfect blend for love with a unique ritual.
About
Tết Holiday, a significant cultural event in Vietnam, often involves discussions about relationship status among friends and family. In 2019, this holiday coincided with Valentine’s Day, presenting an opportunity for Kết Coffee, a brand whose name translates to "Like" in Vietnamese, to enhance their market presence.
The concept centers on the idea that the aroma of Kết Coffee brings lovers together.
The Challenge
During the Tết Holiday, it's common for Vietnamese families and friends to discuss personal topics such as relationship statuses. In 2019, this period also aligned with Valentine's Day, creating a unique challenge and opportunity for Kết Coffee. The brand needed a creative approach to engage young people, amidst a crowded holiday advertising environment, and foster a connection between their coffee and romantic themes
The Solution
We played on the Vietnamese word 'độc,' which can mean both 'toxic' and 'single,' to craft a narrative that positioned Kết Coffee as a 'de-single-fier' (thuốc giải độc-thân). The campaign humorously suggested that Kết Coffee could 'detoxify' one's single status, helping them find love. The film featured a young woman consulting a fortuneteller about her single status, with Kết Coffee recommended as the remedy. To heighten the humor, we invented a ritual for drinking Kết Coffee in a specific way to maximize its aroma. BB Tran, a celebrity known for comedic roles, was cast as the fortuneteller, enhancing the campaign's light-hearted tone. The tagline, 'Single life OFF, Love Life ON,' directly appealed to the target audience's desire for romantic relationships.
The original storyboard developed during the pitching round was retained in 90% of the final film.
The Results
The video achieved 1 million views, significantly enhancing brand visibility during the holiday period. It distinguished Kết Coffee from typical Lunar New Year and Valentine’s Day commercials, thanks to the unique approach and engagement strategy across multiple channels, including social media and PR efforts. The campaign effectively positioned Kết Coffee not just as a beverage choice but as a facilitator of romantic connections, resonating well with the young Vietnamese.
Some behind-the-scene snapshots. This commercial marked my first time on set as an art director.
