CAMPAIGN IDEATION
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CREATIVE CONCEPTS PORTFOLIO
Creative Advertising Individual Project
Client: Yamaha Music, Surf, OLLI Technology
My role: Concept & Idea Developer, Copywriter, Market Researcher
This portfolio documents my brainstorming process and rationales of original creative concepts for 3 different brands. These ideas aim to address various brand challenges and target audience's pain points.
DIGITAL POSTCARD AD CAMPAIGN
Creative Advertising Group Project
Client: Surf
My role: Idea Developer, Market Researcher
Surf products make cleaning so easy that everyone can do it. Vietnamese housewives will no longer subjected to the burden of Tết preparation, as other family members can lend a helping hand so these women can feel more blessed and less lonely.
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ONE AD: 5+5 WAYS
Art Direction Individual Project
Client: Vietnam Airlines
My role: Concept & Idea Developer
Inspired from cải lương - a reformed folk opera originating in Southern Vietnam - this promotional ad project aims to promote and rebrand unique cultural heritage in five different formats: planner, business class amenity kit, in-flight snack packaging, t-shirt merchandise, and ad on aircraft (AOA).
CREATIVE CAMPAIGN
Art Direction Group Project
Client: Hagar Vietnam
My role: Art Director, Creative Director, Scriptwriter
Online dating has changed how people meet and fall in love in the 21st century. Unfortunately, 47% of human trafficking victims in Vietnam are lured through social media and messaging platforms. This integrated campaign strives to raise awareness about how the risk of human trafficking are sugarcoated under online relationship label.
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STRATEGIC COMMUNICATION PLAN
Communication Strategy & Planning Individual Project
Client: DatBike
My role: Strategic Planner
This campaign strives to elevate Dat Bike's brand reputation and drive a social movement to reframe unfavorable perceptions about e-motorbike into positive meanings through various touchpoints.
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COMMUNICATION CAMPAIGN
Interdisciplinary Communication Group Project
Client: RMIT Academic & Wellbeing Integration
My role: Creative Director, Copywriter, Strategic Planner
The project aims to develop a creative and practical communication campaign that leverage students' awareness and consideration towards the client's services in order to excel in university and overcome adulthood's struggles.
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INTEGRATED MARKETING COMMUNICATION PLAN
Peaking Point 3 Competition Group Project
Client: ezCareMe
My role: Concept & Idea Developer, Copywriter, Strategic Planner & Designer
This IMC campaign proposal strives to establish ezCareMe's brand reputation and drive a social movement to reframe stigmas about mental health and identity crisis into empowering conversations.
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CRISIS RESPONSE PLAN
Issues, Risks and Crisis Management Group Project
Client: Vinasoy
My role: Market Researcher, Situation Analyst Strategic Planner
This crisis communication plan proposal aims to resolve aims to address concerns over Fami Calcium soy milk batch recall in Japan due to suspected Coliform contamination, as well as maintaining Vinasoy's reputation as a credible soy milk producer.
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EVENT PROPOSAL
Event Management Group Project
Client: RMIT Student Council
My role: Concept Developer, Market Researcher, Sponsorship & Budget Coordinator, Strategic Action Planner, Slide Designer
This event proposal provides information about the fictional Slay to Space - RMIT University Prom Night 2024 program, its coordination plan and sponsors' benefits based on the EMBOK model. It received a Distinction (DI) score from the lecturer.
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STRATEGIC COMMUNICATION PLAN
Professional Communication Studio Individual Project
Client: Cocoon
My role: Strategic Planner, Copywriter
This campaign aims to enhance Cocoon's brand love and engagement by sparking a social conversation on how this pioneering vegan cosmetic brand can address air pollution through diverse CSR initiatives.
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EXECUTION PLAN PROPOSAL
Professional Communication Studio Group Project
Client: Cocoon
My role: Strategic Planner, Technical Writer, Designer
Through advocating for sustainable and traceable coffee ingredient cultivation, this report proposes a CSR initiative for Cocoon to showcase its dedication to environmental preservation while boosting brand love and engagement among Gen Z consumers.