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.
▼
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/ff7d93195058467.661fba189e90a.png)
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.
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/b9b1c2195058467.662e24c8752de.png)
For this Tết,
Wish for enough is enough / Wish for enough will come true
with Nestlé Family.
Wish for enough is enough / Wish for enough will come true
with Nestlé Family.
▼
CREATIVE DEVICE
THE NEST
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/39a4e0195058467.662e24c874aa9.png)
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.
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/93a22e195058467.661fba18a05a4.png)
THEMATIC KEY VISUAL
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/1602db195058467.661fba18a2682.png)
▼
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.
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/4952b9195058467.662e265ce2c34.png)
▼
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/0cbe59195058467.661fba18a21bb.png)
3 FILM SERIES 15S
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/80add2195058467.660a8a800dbd1.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/6fad8b195058467.660a8a800e3d8.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/a82b22195058467.660a8a800de7a.gif)
\
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.
▼
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/b11cb1195058467.661fba18a1263.png)
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
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.
Cầu Đủ Là Được cùng Nestlé.
|
[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]
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.
/
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/f7d9d9195058467.660a7d0823ea5.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/635327195058467.660a7d0824a50.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/51ae71195058467.660a7d082460b.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/5ff6e8195058467.660a7d09a4112.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/17aff7195058467.660a7d09a38a5.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/00a7b2195058467.660a7d09a3e7f.gif)
▼
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/5ae61c195058467.661fba18a0a39.png)
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
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.
Cầu Đủ Là Được cùng Nestlé.
|
[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]
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.
/
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/5d8602195058467.660a76c6b5b5d.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/534099195058467.660a74c898538.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/c9551b195058467.660a74c897449.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/a467c9195058467.660a76c76f710.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/eb9a46195058467.660a76c76faf8.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/4c91fb195058467.660a76c76fe61.gif)
▼
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/e882c6195058467.661fba18a1bfe.png)
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
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.
Cầu Đủ Là Được cùng Nestlé.
|
[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]
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.
/
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/c3c424195058467.660a88564604a.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/5cab6c195058467.660a885645d76.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/474f11195058467.660a88564578b.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/4b5e24195058467.660a88572556b.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/05c6fb195058467.660a885725bde.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/c1cf57195058467.660a8857258cd.gif)
▼
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/61e7a9195058467.661fba189f120.png)
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.
▼
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/d2f77c195058467.661fba18a2bcd.png)
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.
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.
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/388a41195058467.661faecd00c17.gif)
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/213612195058467.662e2e8390914.png)
The background colors are chosen to match the color of each brand
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/870a62195058467.662e1fd0897bc.png)
![nestle fruits wishes Advertising Creative Direction vietnam art direction Cầu đủ là được newyearcampaign tet](https://mir-s3-cdn-cf.behance.net/project_modules/1400/2688f8195058467.6620e4513363f.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/disp_webp/fdc4a7195058467.6620a1ac5bd0c.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/disp_webp/375457195058467.6620a1ac5c1f0.gif)
Credit
𝗖LIENT: Nestlé | AGENCY: Ogilvy Vietnam
---
- CREATIVE TEAM -
ACD: Thy Đây
ACD: Thy Đây
Art Director: Mạnh Thắng, Quân Võ
Copywriter: Linh Liêng
Copywriter: Linh Liêng
Intern Designer: Doanh Nguyễn
Intern Copywriter: Thiên Cơ Lê
Intern Copywriter: Thiên Cơ Lê
---
OGILVY BRAND DESIGN Hoàng Sa | Ngọc Yến | Kim Diễm | Phương Anh | Ký Lê | Giuliano
STRATEGY Brandon | Thanh Giang | Minh Quân | Thanh Thanh
CLIENT SOLUTION + PMO Trà My | Huỳnh Như | Thuý Hằng | An Hà | Nur | Minh Uyen | Lan Anh
PRODUCTION Trọng Nghĩa | Anh Minh | Nghĩa Huỳnh
VERTICURL Irsan Gunawan | HoiChan Ho | ThanhTra Le | Tho Dang | Thao Lai | VanChien Pham
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/341fac195058467.66209dedc16cf.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/0144ea195058467.66209dedbfd73.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/14a645195058467.66209dedc0404.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/e042e0195058467.66209dedc11fb.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/1e3c18195058467.66209dedc0d2f.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/b96913195058467.6620a1abbef5c.png)
✣ THANK YOU FOR VIEWING ✣