RMIT International University Vietnam

Assignment Cover Page

Subject Code: GRAP2412

Subject Name: Creative Concepts Portfolio

Location & Campus where you study: RMIT SGS

Title of Assignment: Creative Concepts Portfolio

Student name: DOAN TRAN LE HUY HOANG

Student Number: S3741179

Teachers Name: TRAN THI NGOC THANH

Group Number:

Assignment due date: 5 August , 2019

Date of Submission: 5 August, 2019

Number of pages including this one: 5

Word Count: 622

Statement of Authorship
Course Name: Course Code: Department Date Stamp

Creative Concepts (For Office use only)

GRAP2412
Portfolio

 
  

Assignment Title: Assignment Due Date:

5/08/2019
Creative Brief
9:00 AM

Academic’s Name: Date of this Submission:

5/08/2019

Student(s)
Family Student
Given Names: Class/Group:
Name: Number:

Doan Tran Le Huy Hoang S3741179

SGS Tuesday Class

Declaration and Statement of Authorship:

1. I/we hold a copy of this work which can be produced if the original is lost/damaged.
2. This work is my/our original work and no part of it has been copied from any other student’s work
or from any other source except where due acknowledgement is made.
3. No part of this work has been written for me/us by any other person except where such
collaboration has been authorised by the lecturer/teacher concerned.
4. I/we have not previously submitted this work for this or any other course/unit.
5. I/we give permission for this work to be reproduced, communicated, compared and archived for the
purpose of detecting plagiarism.
6. I/we give permission for a copy of my/our marked work to be retained by the school for review and
comparison, including review by external examiners.

I/we understand that:

7. Plagiarism is the presentation of the work, idea or creation of another person as though it is my/our
own. It is a form of cheating and is a very serious academic offence that may lead to exclusion
from the University. Plagiarised material can be drawn from, and presented in, written, graphic and
visual form, including electronic data and oral presentations. Plagiarism occurs when the origin of
the material used is not appropriately cited.
8. Plagiarism includes the act of assisting or allowing another person to plagiarise or to copy my/our
work.

Student Signature(s)
I/we declare that I/we have read and understood the declaration and statement of authorship.
DOAN TRAN LE HUY HOANG

 
 

 
Concept 1​: Encourage moms to follow the trend of the young generation to be their teens' friends.
Idea: Mom is being cool with her teenage son in the meal.

In this idea, the mother can become a friend of her own when she catches up with the trend in the
world of young people, modern style and talking comfortably with her son ​“Hey, I’m cooler than you"​.
Putting her hand on her son, which means that the mother not only is like a friend, connecting and
getting along with her son. To be able to interact with teens, a mother does not have to become
stressed to force her teens following her old ways but to accept and adapt to the maturity and change
of the teens in the dynamic world. Cool mom needs to be chill. It is these things that create an
attraction for this concept. It is fresh, youthful but still mixing the tradition through the image of the
Vietnamese tray and the mother's three-piece dress. The image of Coca-Cola appears as a link
between the present and the past, between the young generation and the old generation. The
concept is different from the previous ads of Coca-cola in Vietnam because it shows the modern and
youth trends to create fun and excitement for the customers and is easily set trend on the internet.
Coca-Cola is as the way for cool moms expressing themselves to their teens, which makes them feel
very comfortable when they connect with their moms.

 
 

Concept 2​: Support moms to allow their teens to say what they want to in the most relax and
comfortable way.
Idea: Teenager daughter talks to her mom through a pair of Coca-cola tin cans on a string.

This idea shows that the daughter is talking to her mom through ​a pair of Coca-cola tin cans on a
string. It is based on the real situation of many families in Vietnam that many teens do not have the
freedom to speak what they want. They always feel pressure and fear. That leads to a loss of trust
and alienation from their own family. Parents need to become people who listen to their teens so they
can understand and confide in them. A teen who feels to be himself or herself in the family meal is
when they say what they want to say and express in the most comfortable way. A pair of Coca-cola
believe cans on a string is a metaphor for the solution so that teens can be himself to talk freely and
happily through a meal, which makes a big difference. Coca-cola will be the “vehicle" for parents and
teens to speak and listen to each other relaxingly. The impression of this idea is the use of old familiar
game images of friends, talking through a pair of tin cans on a string.​, which will remind parents how
they used to communicate with friends when they were comfortable and not pressured. Thereby, the
moms see the idea they can find the solution for the connection teens and the family that Coca-Cola
can also create a relaxing atmosphere so that family members can talk and listen each other in all
meals.

 
 

Concept 3​: Don't let use smartphone of teens destroy your family meal moments.
Idea: Coca Cola logo is a slope of skating road to get teen closer the family meal.

In this idea, the teen who is using the smartphone on the chair is sliding on the slope of skating road
and the parent is eating meals on the table. It shows that the use smartphone of teens extends the
family distance but Coca Cola get family members closer through a meal. Therefore, the use of the
coca-cola logo as a slope of skating road will be a metaphor for a family solution. It helps teens who
are playing the phone can get closer to family meals and shorten the distance between family
members. The difference is that using the minimal image to connect with brands helps consumers
quickly understand the message of the concept, “Remove distance, create moment" “Xoá khoảng
cách, tạo khoảnh khắc", with a strong and unforgettable impression. Vietnamese trends tend to
simplified images so the simple image plus close and familiar situation with families will help people
realize the situation of using the phone of young people. In addition, Coca Cola will accompany the
family during meals to improve the family relationship between teens and parents.