Therefore, the approaching strategy and creative direction of Xanh Marketing are based on: Sense.
SE7EN X-PHIN OF CREATIVITY
We want to understand our consumers by dig deep into senses of common humanity.
We gather and include a huge range of data that contributes to brand equity.
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.
Conceptual Communication Flow:
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)