Tell the tale of a confident, strong man and why his coffee will always be NESCAFÉ CAFÉ VIET

Start January 05, 2015 End January 25, 2015 23:59 UTC Deliberation Results March 2015
January 05, 2015
January 25, 2015 23:59 UTC
March 2015

Clarification about format

16 Jan 09:09

Submitting only a poster will not be enough for this contest as we are asking for a presentation. You can submit a poster or visual storyboard but make sure you also answer the 4 questions found in the brief.



Some men are attractive in the way they carry themselves – their walk, fit body, confidence, wittiness and very obvious charm. They send out a vibe of strength and confidence. Women adore them and men want to be their friends. Their conduct helps them achieve their desired goals in every aspect of their life – they get the beautiful girl, they’re captain of their Sunday football team and are always surrounded by good friends, who consider them the leader.

These men need a strong coffee to match their powerful personality and that’s why they always choose NESCAFÉ CAFÉ VIỆT. It’s a strong coffee (iced black coffee & iced milk coffee) that has been created to meet the ideal coffee taste of Vietnamese men. It’s a strong, elegant, full-bodied coffee that gives them that strong kick they need. So when it comes to their coffee fix, NESCAFÉ CAFÉ VIỆT is something that they will never compromise on.

This brief requires you to bring out the strong, confident, witty man in you. You are needed to help Nescafe Vietnam find new ways of conveying the message that Strong coffee for Strong Men – how can you articulate this spirit in a creative way that would appeal to men and make them want to be part of the NESCAFÉ CAFÉ VIỆT world?

Creative Challenge

Tell us a story about a strong, confident, witty man that turns to NESCAFÉ CAFÉ VIỆT for his strong coffee fix

The idea should connect with men that fit the profile of NESCAFÉ CAFÉ VIỆT drinker. Tell the story of this man. How does he handle situations in life with wit and elegance after drinking NESCAFÉ CAFÉ VIỆT? Think of Bradley Cooper, he presents himself with confidence and charisma but he’s not extravagant or arrogant. He can be silly and funny but everybody loves and respects him.

Your entry should be very inspiring. Create something that would grab their attention immediately and entice them to grab a cup straight away. You can choose to entertain them through features that men like - action, humor, etc. Whatever it is, make sure it’s creative and original.

Please take a look at the brand’s previous campaign. We want you to keep the spirit of this man but add an element of character and story. How does his wit and confidence come across in different situations? Make him relatable through a story that sheds more light on his personality.

Please make sure to answer these questions with your entry:

  1. What is your main message?
  2. How will your idea appeal to the NESCAFÉ CAFÉ VIỆT drinkers?
  3. What promotional activities can NESCAFÉ offer with your idea (think of an idea that would fit your story – digital ideas/on street activation/in-store experience/ exciting packaging)?
  4. Where will people meet your activities? Where will they be displayed?


The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

Example | 2 guys come back home after playing football. One of them, Pin, goes to the cupboard and finds that there is only one more coffee left in the NESCAFÉ CAFÉ VIET package. He looks over to Thao (his best friend and captain of their football team). Pin suggests a game of poker and Thao agrees. After playing for a while, Pin smugly shows that he has a full house and reaches for the coffee. Thao unveils a royal flush. Pin is devastated. Thao goes to the kitchen and prepares his coffee. He comes back with 2 half full cups. Pin is extremely happy. They cheer.

A promotional idea to go along – a mini card game (poker/football cards) inside the package that guys can play for the title of “Top VIETMan”.


Jury's Prize

  • #1 Prize €3,000
  • #2 Prize €1,500
  • #3 Prize €1,000


Presentation with text and illustrations (maximum 6 pages of PDF)

Winning Criteria

We are looking for inspiring stories that express the NESCAFÉ CAFÉ VIỆT spirit in an original, surprising manner. Make sure not to portray your hero as an arrogant man. Viewers should want to be his friend. The winning entry will show an idea that is fresh and creative. It will serve as the brand’s approach, so make sure you send in exciting and fun to engage in.


Guidelines for this contest

  • Please submit entries in English.
  • Brand color is predominantly Black and Red. White can be an additional color; and Gold is used as a special color when needed.
  • Please don’t create stories about success at work/career.
  • The brand is associated with the BLOWN AWAY effect, the Shock that people get after taking a sip of THE COFFEE and the CRACKING effect.
  • Your entry can have an element of sensuality but no sexuality (keep it elegant).
  • You can promote strength but please don’t show any dangerous activity.
  • No animal abuse or any politics-related topics/activities.
  • Please include the NESCAFÉ CAFÉ VIỆT logo: download here.
  • Please answer the questions (found in the “brief” section) on a separate page.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.