![](https://xanh.marketing/wp-content/uploads/2022/04/tam-giac.png)
X-phin
- Sense fundamental elements creating a human being with specific personality traits and interests.
- Sense hidden reasons of human being’s thought, emotion and behaviour.
- Sense the success formula of marketing (and competitors) practices.
Therefore, the approaching strategy and creative direction of Xanh Marketing are based on: Sense.
![](https://xanh.marketing/wp-content/uploads/2022/04/vuong.png)
![](https://xanh.marketing/wp-content/uploads/2022/04/Group-23.png)
![Phin 5 banner](https://xanh.marketing/wp-content/uploads/2022/04/Phin-5-banner.png)
![](https://xanh.marketing/wp-content/uploads/2022/04/vuong.png)
![](https://xanh.marketing/wp-content/uploads/2022/04/section2.png)
![](https://xanh.marketing/wp-content/uploads/2022/08/mobile-vesion.png)
![](https://xanh.marketing/wp-content/uploads/2022/04/X.png)
SE7EN X-PHIN OF CREATIVITY
![](https://xanh.marketing/wp-content/uploads/2022/04/Group-78.png)
Hyperbole
![](https://xanh.marketing/wp-content/uploads/2022/04/Group-82.png)
Metaphor
![](https://xanh.marketing/wp-content/uploads/2022/04/Group-80.png)
Personification
![](https://xanh.marketing/wp-content/uploads/2022/04/Group-84.png)
Imaginations
![](https://xanh.marketing/wp-content/uploads/2022/04/Group-86.png)
Comparison
![](https://xanh.marketing/wp-content/uploads/2022/04/Group-88.png)
Product Property
![](https://xanh.marketing/wp-content/uploads/2022/04/Group-90.png)
Empathy
![](https://xanh.marketing/wp-content/uploads/2022/04/Group-102.png)
![](https://xanh.marketing/wp-content/uploads/2022/04/head1.png)
![](https://xanh.marketing/wp-content/uploads/2022/04/head3.png)
We want to understand our consumers by dig deep into senses of common humanity.
![](https://xanh.marketing/wp-content/uploads/2022/04/head2.png)
We gather and include a huge range of data that contributes to brand equity.
![](https://xanh.marketing/wp-content/uploads/2022/04/head4.png)
![](https://xanh.marketing/wp-content/uploads/2022/04/head5.png)
![](https://xanh.marketing/wp-content/uploads/2022/04/head6.png)
This is the creative direction for the entire campaign in order to match with the strategic direction of Planner and create the most effective creative solution for the brand.
![](https://xanh.marketing/wp-content/uploads/2022/04/vuong.png)
Conceptual Communication Flow:
![](https://xanh.marketing/wp-content/uploads/2022/04/Group-121.png)
![](https://xanh.marketing/wp-content/uploads/2022/04/tam-giac.png)
FIVE STEPS TO HAVE A X-PHIN OF COFFEE
STEP 1: Open the lid and add two heaped tablespoons of coffee to the phin
(account takes brief)
STEP 2: Pour a little boiling water into the phin to make coffee bloom and be saturated with water
(cp team examines and clarifies the brief)
STEP 3: Fill the phin with boiling water to the top and cover with the lid
(creative planning team researches and propose the direction)
STEP 4: Wait for 10 minutes until all the water drips through the filter dish into the cup
(creative team brainstorms and applies skills to transfer the direction to creative concept)
STEP 5: We finally have a delicious coffee cup
(under the creative concept, we create creative assets and have a conceptual communication flow)
![](https://xanh.marketing/wp-content/uploads/2022/04/tron.png)