NESTLÉ TẾT 2023 | Cầu Đủ Là Được

CAMPAIGN BACKGROUND

Although they are all brands under the Nestlé family, Nescafe, Maggi, KitKat, Milo, Nestea, and La Vie have not yet been truly recognized by Vietnamese consumers as "members of the same household." During the 2024 Lunar New Year, Ogilvy and the Nestlé Group bring forth a campaign called "New Year's Wishes" to foster a shared spirit and a unified message that connects the brand stories, which were previously widely known but somewhat independent.

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In Vietnamese culture, A “Mâm Ngũ Quả” or Five-Fruit Tray is indispensable to each Vietnamese family on Tết as the storer of prosperity, peace or fortune. While these aspirations carry positive meanings, but the wishes placed on the tray are often too far-fetched to come true. In light of this, beyond the 5 grand wishes in a usual fruit tray, Nestle Family tray brings out the more timely wishes that are realistic and practical enough for everyone to strive toward.

For this Tết,
Wish for enough is enough / Wish for enough will come true
with Nestlé Family.

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CREATIVE DEVICE

THE NEST

As we were creating a connecting thread to unite the brands under Nestlé, there is no other visual device that can be more relevant than Nestlé’s iconic bird nest logo. Not only is the nest an easily recognizable emblem for the majority of Vietnamese consumers, but the nest also strengthens the bonds that bind all of the Nestlé family's brands together.

THEMATIC KEY VISUAL

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SUB-BRAND KEY VISUALS

Each brand has a vibrant, eye-catching key visual to deliver the wish that perfectly embodies the essence of the brand.

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3 FILM SERIES 15S

With the short attention span of consumers and the coverage of a pile of Vietnamese Tết films on every platform, our challenge is to come up with a catchy yet disruptive film series that will capture people’s interest. For each of the three audience groups, we composed a Nestle Wishing Carol that included their most significant wishes.

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The musical genres were also being mixed into pop, hip-hop, and Vietnamese bolero.

For the lyrics, we applied the unique word play technique in an extraordinary way that has never been done before by Nestlé.

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Lyrics

[VIE]

NHÀ MÌNH CÙNG NESTLÉ

Cầu cả năm đủ “xài”
Cả nhà đủ “quýt” tâm
Đời đủ đẹp như “hoa"
Cầu mạnh khỏe là được
Cầu đủ lộc là được
Cầu tích cực là được

Giữa trăm mong cầu,
Cầu Đủ Là Được cùng Nestlé.

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[ENG]

THE FAM AND NESTLÉ

Wish for a year fulfilling enough [wordplay with ‘mango']
Wish for enough determination to the family [wordplay with ‘tangerine’]
Wish for enough flourishment in life [wordplay with ‘flower’]
Wish for strength & health is enough [MILO]
Wish for fortune is enough [NESCAFE]
Wish for positivity is enough [MAGGI]

Among hundreds of Tết wishes,

WISH FOR ENOUGH IS ENOUGH / WILL COME TRUE with Nestlé.

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Lyrics

[VIE]

ĐỒNG NGHIỆP CÙNG NESTLÉ

Cầu chiến đủ “táo” bạo
Cầu thành quả đủ “thơm”
Cầu năm đủ thuận “buồm”
Cầu chút yên là được
Cầu đủ lộc là được
Cầu tích cực là được

Giữa trăm mong cầu,
Cầu Đủ Là Được cùng Nestlé.

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[ENG]

THE ‘COOL'EAGUES AND NESTLÉ

Wish for enough bravery [wordplay with ‘apple’]
Wish for enough sweet accomplishments [word play with ‘pineapple]
Wish for enough smoothness in life [wordplay with ‘sail']
Wish for regeneration is enough [LAVIE]
Wish for fortune is enough [NESCAFE]
Wish for positivity is enough [MAGGI]

Among hundreds of Tết wishes,

WISH FOR ENOUGH IS ENOUGH / WILL COME TRUE with Nestlé.

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Lyrics

[VIE]

CÁC HOMIES CÙNG NESTLÉ

Cầu sức trẻ đủ “sung”
Cầu miếng đủ “mận” mà
Năm đủ đỏ như “son”
Cầu tươi mới là được
Cầu thảnh thơi là được
Cầu tích cực là được

Giữa trăm mong cầu,
Cầu Đủ Là Được cùng Nestlé.

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[ENG]

‘THE HOMIES' AND NESTLÉ

Wish for enough energy [wordplay with ‘fig’]
Wish for enough wits and charm [wordplay with ‘rose apple']
Wish for enough luck [wordplay with ‘lipstick’]
Wish for refreshment is enough [NESTEA]
Wish for serenity is enough [KITKAT]
Wish for positivity is enough [MAGGI]

Among hundreds of Tết wishes,

WISH FOR ENOUGH IS ENOUGH / WILL COME TRUE with Nestlé.

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10 FILM SERIES 6S

In order to highlight the distinctive aspects of each Nestlé brand, we also produced ten 6-second DCO film series, each of which features a variety of wishes from the brand.

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ENGAGEMENT ACTIVITY

Every Tết, Vietnamese always carry the tension of crafting newer, more relevant, and intriguing wishes.
Taking advantage of that, we created a Nestlé’s Tết Wishes website where the audience can select from 30+ wishes and generate it into a digital artwork so they can send it to their loved ones as well as reshare it on social media.