date: february 2021
Laban ko,kaya ko
The Role:
Creative Design (Graphic and Slogan)
Creative Brief
Situational Analysis
The Mission
Kopiko is a coffee brand that is locally designed to satisfy the Filipinos’ taste and has been successful in evolving its products on the changing trends of the consumer lifestyles. The advertising campaign will be performed to increase the brand awareness and demand of the Kopiko instant coffee by producing creative content that could influence the emotion and decision-making of the target audiences.
The Outcome
After reviewing the creative brief, the advertisers decided to correlate the advertising campaign with the current situation in the community and use this as a competitive advantage against the competitors. The creative concept is inspired by the people Filipino front liners, workers, students, and calamity survivors who struggle the most in the time of the crisis.
The Slogan
Among all the slogans that were made, "Laban ko, Kaya ko" was chosen as the words employ the same number of syllables. The choice of words aids to allow the slogan a rhythmic sounding and attain memorable tone and language. The slogan was crafted using the following concepts and product benefits:
concepts
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Amidst the struggles, it’s okay to take a break.
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Give hope and strength to have a better faith in the future.
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Your break time is valid, go sip a coffee.
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Rise to see another day despite the aftermath of the calamities.
product benefits
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Give a satisfying feeling
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Empower the people
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Nothing beats coffee in the morning
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Coffee brings hope and happiness
The Visual
The mountain signifies the resiliency of Filipino's to overcome the challenges and difficulties that they are facing today. While the individual in the form of steam exhibits the confidence and willingness to deal with the problems. "Tikman ang timpla na maaasahan" will act as a call to action as it showcases the benefit of the product.
