Boss Coffee Tet 2025
Credit:
Year: 2025
Client: Boss Coffee - Pepsico Viet Nam
Agency: Dentsu Creative Viet Nam
Production House: Tag, Balance Studio
Creative Director: Thinh Nguyen
Creative Lead: Khoa Vu
Copywriter: Hoang Nguyen, Tien Pham, Quang Le
Art Director/ Designer: Sang Truong, Uyen Truong
Deliverable: Tag on TVC 6s, Product KV
My Scope of Work: Art Direction, Quality Check for Production, Design Artwork, Ideation.
Tet is more than just a time of reunion.
It is the cherished moment when families gather, sharing meaningful gifts filled with love and well wishes.
Inspired by this spirit, Boss Coffee introduces a fresh breeze with its unique packaging design, turning each gifting moment into a true “moment of impact” – a symbol of togetherness, prosperity, and abundance.
Key Visual Option
“Swallow Flying upwards”
It then carries the coins and silk, flying upwards, uplifting everything in the first days of new year
“Silk Strip and Coins”
The way Bosscoffee bring the luck and happiness to the consumers in Tet Holiday
“Low Angle Packshot”
Using the side angle and low camera treatment to boost the heroism of the product.
“Ha Noi Background”
The essence of Hanoi, paired with soft yellow hues, brings warmth and depth to the background.
“The Gifting moment”
That brings more relevant and closer moments, as North Vietnamese people have the common habit during the Tet Holiday.
“Swallow brings the luck”
Red silk and coins are symbols to bring happiness and luck in Vietnamese in the Tet Holiday. Swallow is an alert to start the new Spring, new year.
Final Key Visual
Board Option
Production
How to bring out the idea
As the silk strip from the swallow touches each context, it transforms the people and space into an uplifting, brighter, more Tet festive version - signifying a better new year.
Treatment
Final 6s
Thank you for watching
Hope you always have a Tet with all luck and happiness with your family.