MacCoffee Ca Phe Pho Campaign
Problem: Mac Coffee decides to create a binding between its products and Vietnam daily life which has a very unique angle happening on the street everyday. Ca Phe Pho was made from such an insight. To go further there is a challenge to get the product moving along with closer bonding to the pavement living.
Solution: Combining the main function of coffee, which is awakening, with things happening around in the street, the suggested approach is a photo contest under the concept of being awaken always for the best shot.