ASSIGNMENT COVER SHEET

FASS: COMMUNICATION

SUBJECT NUMBER & NAME 52662 – Creative Advertising

NAME OF STUDENT NGUYEN, NGOC DIEU ANH
(PRINT CLEARLY - SURNAME, FIRST NAME)

STUDENT ID NUMBER 24927749

STUDENT EMAIL [Link]@[Link]

STUDENT CONTACT NUMBER 0430028403

NAME OF TUTOR Paul Everson

DUE DATE November 12, 2023

ASSESSMENT ITEM NUMBER/TITLE Assessment Task 3: Creative Refinement & Execution

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Coffee beans piling up Coffee beans piling up more. The bowl starts cracking at the
gradually, signifying thoughts. Voiceover: ‘Countless worries’ weight of beans.
Voiceover: ‘Countless thoughts’ Voiceover: ‘Don’t handle too
much at a time…’

Coffee beans fall out of the Coffee beans fall into the The processed coffee beans are
bowl. processing machine. packaged in NESCAFE packs and
Voiceover: ‘… and don’t handle Voiceover: ‘Let’s slowly process poured to a cup.
alone.’ together.’ Voiceover: ‘And once at a time,
…”

Conversing over coffee,

one at a time.

Hot water poured into the same Two people drinking coffee Slogan fades in and fades out.
cup. while talking. Logo fades in. End.
Voiceover: ‘… pour it out…’ Voiceover: ‘… and pour it out.’ Voiceover: Slogan + ‘with
NESCAFE x R U OK?’

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 NESCAFE x R U OK?

Everything Everywhere One at a Time

VIDEO AUDIO

At home, in the living room

Man A walk in drowsily, camera focus on the

facial expression. Man A’s mother welcome him
home.
Fast-paced music
Switch scenes with flashes (like the ‘multiverse’
scene in Everything Everywhere All at Once)

In the library SFX: shutter

Man A works on his laptop intensely.

In the restaurant SFX: shutter

Man A hurries around to serve tables.

On the street SFX: shutter

Man A runs while talking on the phone.

In the convenience store SFX: shutter

Man A checks out for customers.

In the bedroom SFX: shutter

Man A studies with piles of books on the desk.

In a party SFX: shutter

Man A looks tired and sits quietly while everyone
else have fun and dance.

Back in the living room Fast-paced music fades out

Man A’s mother goes to the kitchen to prepare Tender music fades in
coffee. Close up on the mother’s hand reaching
for a NESCAFE box.

Man A’s mother comes back to the couch with Chatter in the background
coffee. Man A and his mother start talking. Music fades out

NESCAFE x R U OK? logo with tagline “Conversing Voiceover: Conversing over coffee, one at a time
over coffee, one at a time” fade in. with NESCAFE and R U OK.

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 NESCAFE x R U OK?

Pour it out

VIDEO AUDIO

At home, late night

Girl A works on her laptop intensely. Classical music

On the street, daytime

Girl A runs and hustles through the street, Music intensifies

holding many bags.

In the office

Girl A apologizes to her boss with her face down. Music intensifies

At home, in the kitchen

Girl A makes coffee while making a phone call. Music intensifies, phone rings
Close up to NESCAFE box. Music intensifies, phone rings
Close up to the boiling kettle. Music reaches climax, phone rings amplified

Girl A pours out the water, the other person gets Music calms down
the call.

Broader view (whole kitchen): Girl A talks with Calm music.

her friend over the phone. Chatter in the background, slowly fades away
Slowly fades away. Music fades out

NESCAFE x R U OK? logo with tagline “Conversing Voiceover: Pour it out with NESCAFE and R U OK.
over coffee, one at a time” fade in. Conversing over coffee, one at a time

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Execution Rationale:

The main idea that acts as the spine of this creative campaign is “Conversing over coffee, one at a time.”
It represents the transition that the Visionaries want to deliver: the transition from holding thoughts to
oneself to opening up with someone else. Building a new habit is never easy, especially when it is
something involving other people. Is my issue really worth sharing? When should we bring it up? How
should we start the conversation? The Visionaries want to eliminate those questions by bringing in
NESCAFE as a conversation enabler that would help people start sharing more over coffee.

The main execution would show this idea in an abstract and comprehensive way, with the key image of
a bowl representing the mind and coffee beans representing thoughts. The execution’s point is that
one’s mind can only bear so much alone, and to unload the thoughts, one must share them with others,
in other words, pour their thoughts out. The execution emphasizes the ‘alone’ factor, specifically how
one cannot bear the weight of worries alone. It is, however, easier said than done to start opening up,
so it also stresses the phrase “one at a time,” showing that people can take their time and gradually
make sharing a habit, just as how drinking instant coffee can become a habit. The phrase ‘pour it out’
can be used to describe both the process of pouring hot water to brew coffee and of sharing what is on
one’s mind. This expression would make viewers associate the act of making coffee with making
conversations. Finally, the execution shows the way of relief by confiding in others but engage NESCAFE
into the process. NESCAFE is not the solution here, but rather the facilitator, or the companion. The use
of simple images and a clear narrative aim to deliver the message in the most straightforward manner to
audiences, which will help them to understand the other two executions better.

The two alternative executions are specific examples of the idea presented in the main execution. They
have main characters who struggle with their daily lives, who start talking about the issues with other
people with the help of NESCAFE. First, for the “Everything Everywhere One at a time” spot, the story is
inspired by the movie “Everything Everywhere All at Once.” The main character is switching between
scenarios, like how the character in “Everything Everywhere All at Once” switch between universes. This
shows how the man has too much on his plate and is coherent with the image of coffee beans filling the
bowl – thoughts filling the mind in the main execution. When the mother gets up to make coffee, it
leaves space for the main character to process his thoughts, and it is where the contrast between the
advertisement and the movie is stark. The continuous scenes showing the “all at once” worries make
audiences feel overwhelming, and in the movie the main character collapsed, but in the advertisement
man A calms down and talks to his mother over cups of coffee “one at a time.” It gives a sense of
relaxation and calmness. This execution highlights the “one at a time” factor of the campaign’s main
idea. It can also utilize the trendiness of the movie “Everything Everywhere All at Once” to grab the
attention of audiences.

The second alternative uses the build-up of the character’s mental state to evoke audiences’ emotions.
The use of background music is significant, as it would signify how issues are piling up, and how the
character starts reaching her limit. It links back to the building up of coffee beans filling the bowl in the
main execution. The combination of visual, the boiling kettle, and sound, the intensified music and
ringing of the phone, would push the viewers’ emotions to a level of frustration before relieving them as
well as relieving the main character. “Pour it out” is used again, similar to the main execution, to
describe the act of making coffee and confiding in another person. For this scenario, the character talks
to someone over the phone. It emphasizes the convenience of instant coffee as a facilitator of

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conversations by showing that NESCAFE can connect people anytime and anywhere, even when they are
not physically next to one another. While the previous story focuses on the most significant factor, this
storyline is more parallel with the main execution as a whole. The build-up is specified into real
situations instead of the coffee beans metaphor.

Overall, the executions all use a technique of building up frustration and relieving it at the end, which
would stress the pain point of our audiences and show NESCAFE as the solution, or more accurately, the
facilitator to the solution. The key element that we want to deliver is the gradual process of opening up.
We understand the barriers to making meaningful conversations, and thus, try to eliminate them by
making these claims through our video assets: (1) it is important to share your issues, (2) you can bring it
up anytime, and (3) you can start with a cup of coffee.

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