Advertising Portfolio (Apr 2018)

ANH’s G N I S I T R E ADV O I L O F T R PO

RED BULL

Champion Dash 2017 Client:

Red Bull

Background:

Inspired by the races happening around the world, Red Bull Champion Dash challenges the physical and mental bravery of the young people.

There is no place for quitters in this severe competition.

Only those who determine, dare to face the challenges and to overcome their own boundaries are able to charge ahead and be the champions.

Credits:

Executive Creative Director: Kittisak Poonotok Head of Art: Joaquin Montesclaros Head of Copy: Dominick Nakpil Art Director: Anh Nguyen Copywriter: An Tran Designer: Anh Nguyen Account Director: Rachel Laffey Senior Account Executive: Daniel Nguyen

RED BULL

“Conquer Your Fear” Client: Red Bull

Insight: When mental and physical fatigue strike, you are your worst enermy as your inner fears hold you back from accomplishing great things.

Creative Idea: What if Red Bull could push people to overcome their true challenges and charge ahead?

Credits:

Executive Creative Director: Kittisak Poonotok Head of Art: Joaquin Montesclaros Head of Copy: Dominick Nakpil Art Director: Anh Nguyen Copywriter: An Tran Designer: Anh Nguyen Account Director: Rachel Laffey Senior Account Executive: Daniel Nguyen

We open to our hero, a striving basketball player Tight shot of his face covered with sweat as he in the middle of practice, as he misses a shot. gasps for air.

VO: The fear that you are not good enough.

VO: That you’re too tired to take another step.

It bursts into a terrifying monster, covering both In fear of what he is seeing, he takes a few sides and the roof of the court. steps back unknowingly.

VO: That’s when the real challenge begins.

Tight shot of his face covered with sweat as he gasps for air.

As he instantly gets a boost of alertness and instant energy, his face lights up with enthusiasm and determination.

VO: of real energy

Cut to 2 bulls charging into each other.

Cut to hero shot of our product.

VO: Red Bull.

Charge ahead with the real energy drink.

He flops down on the floor. As he’s looking down, our hero is startled to notice his shadow slowly growing towards the basket while the lights in the court go dim.

In fear of what he is seeing, he takes a few steps back unknowingly.

VO: That’s when the real challenge begins.

He stomps his foot on the ground to get momentum as he takes the ball and charges ahead to the monster.

VO: and alertness!

He stands in awe, as he doesn’t know what to make of it.

The shadow creeps up towards the wall.

We open to our hero, a striving basketball player He flops down on the floor, feeling tired and in the middle of practice, as he misses a shot. exhausted for he has been practicing too long VO: The fear that you are not good enough. with no good result.

As the monster makes a strike at him, he dodges and dribbles the ball left and right to avoid its attack.

The monster shatters to pieces as the ball goes through the basket.

End tag VO: FEAR NOT.

RED BULL Fuel Your Passion

Client: Red Bull

Insight: Every day, we fight to chase our passions in life. That despite our mind and body being tired from our day jobs, we strive to do what we really love at night. This is our real challenge.

Creative Idea: Conquer it with Red Bull, The real energy drink.

Credits: Executive Creative Director: Kittisak Poonotok Head of Art: Joaquin Montesclaros Head of Copy: Dominick Nakpil Art Director: Anh Nguyen Copywriter: Huy Phan, An Tran Designer: Anh Nguyen Account Director: Rachel Laffey Account Manager: Hau Pham Senior Account Executive: Daniel Nguyen

We open to dusk as we see a man who has just arrived home after a long and tiring day at work.

He loosens his tie as he looks fatigued.

He sluggishly opens the shutter door to his home.

There, we reveal a motorcycle skeleton inside his start-up shop.

VO: What really drives us in life?

Close up to his face as he contemplates defeat.

He chooses to pursue his passion as he looks determined to not go to bed and face his real challenge.

He willfully takes a can of Red Bull at the palm of his hand.

He drinks it as it triggers 2 bulls clashing powerfully with each other.

He lunges forward and lifts the engine to install to the motorcycle.

We see a quick time-lapse of him welding the parts together, sending sparks flying, and assembling every component that fits perfectly to the motorcycle.

Camera cuts to a close up of his face, sweating and covered with motor grease yet content, as he finishes his creation.

Camera cuts to a glorious shot of our hero in motorcycle attire.

He jumps on the motorcycle clutch and we hear his twin-rotor engines roaring with torque. He zoomed out of the garage and into the wet streets of the city.

We then see a slow motion shot from a low angle of his wheels burning some rubber as he does motorcycle spins. We cut to top shot as he blazes off, leaving a cloud of smoke.

Cut to breaking dawn as our hero makes a sharp turn through the curved street and drifts in slow motion with mud and dirt going in all directions.

Camera cuts to a drone shot of him going through a tight street as he slaloms through trash carts and container boxes.

Camera shifts to a skyline view of him riding in the city as the sun is rising.

Our hero then rides into the sunrise.

Fast forward 3 months later where he arrives to his start-up at noon which is finally an actual store that’s grand and successful.

Cut to 2 bulls charging into each other.

VO: It’s not to give in…

SUNRISE CHEESE SACHET Transform Snacks From Ordinary To Extraordinary

Client: Bel Vietnam Background:

Insight:

Creative Idea: Transform Snack from Ordinary to Extraordinary

Credits: Executive Creative Director: Kittisak Poonotok Head of Art: Joaquin Montesclaros Head of Copy: Dominick Nakpil Art Director: Anh Nguyen Copywriter: An Tran Designer: Anh Nguyen Senior Account Manager: Lan Tran Senior Account Executive: Tuyen Nguyen

Opens to a bunch of ordinary snacks served by mom on the dining table. Each family member looks far from surprised as they see the same snacks.

Son VO: Not this again?

Music starts to play as we cut to mom taking out something from the fridge.

Out comes a personified form of TLC Cheese Sachet, excited to bring to life the ordinary snacks.

Like a magic wand, mom squeezes a pack of TLC Cheese Sachet and transforms ordinary snacks to something extraordinary.

TLC Cheese Sachet sings as he transforms and brings to life a piece of bread into something extraordinary.

Cheese: It used to be just bread.

Now taste so much more.

TLC Cheese Sachet continues to sing as he transforms and brings to life a piece of cracker into something extraordinary.

Cheese: It’s not the same cracker that it was before. Forget the old broccoli that no one loved. They’re now tasty and cheesy, forevermore!

On our chorus, TLC Cheese Sachet together with the extraordinary snacks perform to families—educating them on its delicious rich taste and variety.

Cheese: Just one squeeze! Nutritiously oh so yummy. Snacking tastes better than before.

Just one squeeze transforms them to so much more.

Each extraordinary snack, now looking rich-tastingly delicious enough to eat, is grabbed by all family members.

Consumption shot begins with mom, ready to take a bite from a slice of bread with delight.

We cut to the son biting into the delicious cracker with rich-tasting cheese from Sachet spread on it. Just when the deliciously rich taste bursts in his mouth, sparkles appears and spotlight shines bright above him.

We cut to a wider shot of the family, with their eyes closed as they share the similar experience with transformed extraordinary snacks.

All together, they seal the rich taste with an “mmmmh”.

Realizing there’s some rich cheese left behind on his thumb, the young boy, mouth wide open, licks off the cheese then finishes with a thumbs-up gesture.

Family shares a moment of love and laughter, all thanks to rich taste of TLC Cheese Sachet.

The sachet slides in frame and winks at our audience.

Line: The Laughing Cow Cheese Sachet.

Transform snacks from ordinary to extraordinary

Frame ends with a hero shot of our product and the product family with extraordinary snacks that look and taste delicious form on the background.

OVALTINE

“Shake Off The Heat” Client:

Ovaltine Myanmar

Background:

As strong as Ovaltine’s presence in the life of Burmese people, it is only seen as a hot drink. Ovaltine wants to encourage families to enjoy summer in a more refreshing way with iced Ovaltine through its shaker promotion.

Insight:

Summer is the time for fun and play, but the scorching heat in Myanmar often saps the kids’s energy, making them tired both in body and mind. If only there is a cool drink that is refreshing yet nutritious for moms to boost their energy?

Creative Idea:

SHAKE OFF THE HEAT Just by shaking Ovaltine with ice, moms can have the summer treat that helps kids shake off the heat to have an energetic summer.

Credits: Executive Creative Director: Kittisak Poonotok Head of Art: Joaquin Montesclaros Head of Copy: Dominick Nakpil Art Director: ANH Nguyen Copywriter: An Tran Designer: ANH Nguyen Account Executive: Khin Poe Ei, Pan Nu San, Wut Hmone

While the kid is tiredly playing in the room, he suddenly hears the sounds of mom preparing the iced Ovaltine, such as water pouring, ice clinking, like a melody.

VO: When things get hot, shake it up with iced Ovaltine.

Both of them dance together joyfully as the kid enjoys the cool summer treat.

Hands raised up while shaking the ice cold drink mix.

Supers: Step 2. Shake.

Getting perked up from the sounds and seeing mom adding ice in a bottle of Ovaltine.

He starts dancing to every shake of mom.

Shoulders and arms bouncing to the beat of the music.

Supers: Step 1. Add ice to hot Ovaltine.

Getting perked up from the sounds and seeing mom adding ice in a bottle of Ovaltine.

He starts dancing to every shake of mom.

Shoulders and arms bouncing to the beat of the music.

Supers: Step 3. Enjoy nutritiously cold Ovaltine!

Both of them dance together joyfully as the kid enjoys the cool summer treat.

Hands raised up while shaking the ice cold drink mix.

Supers: Step 2. Shake.

Line: Shake off the heat.

Drink Ovaltine with Ice. Buy Ovaltine to get a free shaker.

ANANDA Brand Identity / “Champion Change” campaign

Client: Amara Myanmar About the project: Ananda means ’Infinity’. As the internet connection that gives you more and more, we created a simple, straight-forward design that communicates this to our audience.

With Ananda, you are forever connected.

Credits: Executive Creative Director: Kittisak Poonotok Head of Art: Joaquin Montesclaros Head of Copy: Dominick Nakpil Art Director: Anh Nguyen Copywriter: An Tran Designer: Anh Nguyen Account Director: Rachel Laffey Strategic Planner: Millar Chaplin

TECHCOMBANK HOCHIMINH INTERNATIONAL MARATHON

TECHCOMBANK HOCHIMINH INTERNATIONAL MARATHON Brand Identity / Digital Campaign

Client: Techcombank Hochiminh International Marathon Background: For its comeback after 20 years, the Techcombank Ho Chi Minh City International Marathon wants a new visual identity that can bring to life its key message: run forward with the city.

Creative Idea: ONE RUN, ONE CITY As the city and its people move forward to the future together, they unite as one. The concept takes inspiration from the running man in the logo as well as the uniting aspect of the city and its runner.

Credits: Executive Creative Director: Kittisak Poonotok Head of Art: Joaquin Montesclaros Head of Copy: Dominick Nakpil Senior Art Director: Giancarlo Panlilio Art Director: Anh Nguyen Copywriter: An Tran Designer: Anh Nguyen Account Director: Rachel Laffey Account Manager: Hau Pham

INITIATIVES

SKYN Moody Ring

Client: SKYN Problem: Girlfriends are such complex creatures that may be one of the hardest to understand. Their baffling nature and emotional complexity leave men struggling to survive, let alone love.

SKYN, the revolutionary condom brand focuses on couples to truly have an intimate sexual experience, wanted to create something that can finally help guys read if their special loved ones are in the mood or not.

Creative Idea:

Credits:

Introducing The Moody Ring. For the first time ever in the history of humanity, this ring enables men to understand their lovers by measuring electrical changes in the skin as well as changes in temperature and heart rate. Worn by women, it sends signals of emotion shifts to update men through mobile notification anywhere, anytime. No longer do men ever have the need to second-guess their significant other.

Executive Creative Director: Kittisak Poonotok Head of Art: Joaquin Montesclaros Head of Copy: Dominick Nakpil Art Director: Anh Nguyen Copywriter: An Tran Designer: Anh Nguyen

SAMARITANS The Depressed Claw Machine

Client: Samaritans Hong Kong Problem: Depressed people often feel trapped as they don’t have the opportunity to reach out or receive the help they desperately need, leading to numerous cases of the taking to suicide as the last resort.

What if there’s something that can help people understand the helplessness and hopelessness of people trapped inside the invisible illness?

Creative Idea:

Credits:

We create “The depressed claw machine” and put it in a populous area. Inside the specially designed claw machine is a figurine of a person with no mouth, representing the depressed. Over time, there is also water filling up the machine, gradually drowning the figurine.

Art Director: Anh Nguyen Copywriter: An Tran Designer: Anh Nguyen

People are asked to get the figurine out; however, the only way is to use the voice-activated claw to take it.

When people get the figurine and hold it, it will change to smiling face by heat-sensitive paint. Also there will be a note under it about the hardships of depression and how talking can support depressed people to overcome the illness.

JOLLIBEE Real Menu

Client: Jollibee Problem: For so many times, customers have asked for that crispylicious, juicylicious fried chicken shown in the menu display, but what they always get is something completely different.

Jollibee, the fast food chain dedicated to delivering great-tasting food, wants to end that disappointment by creating something ensuring customers that what they ask for is what they will receive.

Creative Idea:

Credits:

Introducing #RealMenuJollibee. Knowing that people love to take pictures of their food, we will ask them to take a picture of their favourite Jollibee meals and post it on Instagram with the hashtag #RealMenuJollibee.

Executive Creative Director: Kittisak Poonotok Head of Art: Joaquin Montesclaros Head of Copy: Dominick Nakpil Art Director: Anh Nguyen Copywriter: An Tran Designer: Anh Nguyen

This way, we can create the first ever real menu in a restaurant by filling our menu display with pictures taken by our customers. Never again will customers feel let down because that superior-tasting fried chicken in the menu is as real as the one they receive.

SAMARITANS Autocorrect Messages

Client: Samaritans Hong Kong Problem: Many people, especially those who are suicidal, never let on what they are feeling and thinking. Normally, they would keep things to themselves and pretend that they are fine.

Creative Idea:

Credits:

Using the autocorrect function of text messages, a series of print ads is created to show that Samaritans understands and listens to their true feelings.

Executive Creative Director: Kittisak Poonotok Art Director: Anh Nguyen Copywriter: An Tran Designer: Anh Nguyen

TRAVELOKA Travel Guru

Client: Traveloka Problem: Traveling with friends is almost always a bitter sweet moment. Everyone is hyped and ready to leave yet it’s hard to come together and find destinations and book as a group.

Don’t we all look for that one perfect travel buddy who can brings groups of friends together and solve our travel woes?

Creative Idea:

Credits:

Introducing the Travel Guru—A wise and seasoned traveller, the Travel Guru is a character created and developed by Travelokato be the perfect travel buddy for groups. He can do no wrong as he suggests the perfect destinations and even helps you and your friends fill out the details the Traveloka app.

Executive Creative Director: Kittisak Poonotok Head of Art: Joaquin Montesclaros Head of Copy: Dominick Nakpil Copywriter: An Tran Designer: Anh Nguyen

TRAVELOKA Famous Journey

Client: Traveloka Problem: Travel makes you more awesome as your world is widen on the way.

It is because of the journeys that makes famous travelers famous.

Traveloka, one of the leading flight and hotel booking platforms in Southeast Asia, wants to inspire people to go on a journey and see how traveling changes them.

Creative Idea:

Credits:

To highlight this, we pose a question that what if famous travelers had never embarked on their journey?

Art Director: Anh Nguyen Copywriter: An Tran Designer: Anh Nguyen

GATORADE The Unbreakable Athletes

Client: Gatorade Problem: Loss of limbs is a devastating and potentially career-ending tragedy in sports.

Not only does it break athletes’ dreams but it also crushes their hearts. While prosthetics are available, it do not come cheap.

Gatorade, the sports fuel company, wanted to refuel amputee athletes’ dreams to get back in the game even stronger than ever.

Creative Idea:

Credits:

Introducing the Unbreakable Athletes— a campaign built on refuelling amputated athlete’s dreams by creating plastic prosthetics from used Gatorade bottles.

Executive Creative Director: Kittisak Poonotok Head of Art: Joaquin Montesclaros Head of Copy: Dominick Nakpil Copywriter: An Tran Designer: Anh Nguyen

LEGO Build A Better City

Client: Lego Problem: LEGO always stood for bringing to life children’s imagination.

But in cities in need of a spark for change, how does Lego inspire children to be the next generation of builders?

Creative Idea:

Credits:

Introducing Build A Better City by LEGO— a campaign that sets an example for future generations to dream and build solutions that enrich communities.

Executive Creative Director: Kittisak Poonotok Head of Art: Joaquin Montesclaros Head of Copy: Dominick Nakpil Copywriter: An Tran Designer: Anh Nguyen

BEKO Cardboard

Client: Cardboard Problem: Parents are struggling to find time with their kids nowadays due to work pressures and tiredness. As the official partner of the everyday, Beko is not only bring the best home appliances to families but also help parents have more time to spend with their children.

Creative Idea:

Credits:

Beko Cardboard Crafts - turns Beko’s home appliance cardboard boxes into wonderful toys for the whole family

Executive Creative Director: Kittisak Poonotok Art Director: Anh Nguyen Copywriter: An Tran, Huy Phan Designer: Anh Nguyen

SHUTTER STOCK Diaster Stock

Client: Shutter Stock Problem: After a disaster, what remains is chaos, homelessness, and a daunting task of reconstruction in a once prosperous area. There are also more and more people in need and in help than ever at times of natural calamity.

Since news companies and reporting agencies need to get photos of affected areas, we can find a way to help people from this.

Creative Idea:

Credits:

Introducing DisasterStock. By crowd-sourcing photos from photographers, DisasterStock is a major hub of disaster stock photos for news companies and reporting agencies such as CNN, BBC, or New Yorker to find and buy. With each purchase, money earned will be donated to help people affected by the disasters of nature.

Executive Creative Director: Kittisak Poonotok Head of Art: Joaquin Montesclaros Head of Copy: Dominick Nakpil Art Director: Anh Nguyen Copywriter: An Tran Designer: Anh Nguyen

FORD From One Safety Expert To Another

Client: Ford Problem: Growing up, we may not have noticed it, but dads are the ones who’ve always got our back. In fact, it’s in their nature to protect us.

That’s why Ford, a safety expert, sought to celebrate Father’s day by making known the brand and father’s expertise on keeping the safety of families.

Creative Idea:

Credits:

To communicate the similarities of dads and Ford’s safety expertise, we create the greatest compilation of online videos of dads’ instinctive nature of protecting and keeping their families from harm’s way.

Executive Creative Director: Kittisak Poonotok Art Director: Anh Nguyen Copywriter: An Tran, Huy Phan Designer: Anh Nguyen