TIGER CRYSTAL
ROLE: Copy Trainee at Publicis Groupe Vietnam
MY CONTRIBUTIONS:
– Hero Engagement Ideation
– Integrated Execution Development
PROJECT:
Tiger Crystal 2026 activation campaign, turning everyday acts of courage into refreshing rewards through an integrated Crystal experience
TIGER CRYSTAL
PROJECT:
Tiger Crystal 2026 activation campaign, turning everyday acts of courage into refreshing rewards through an integrated Crystal experience
ROLE: Copy Trainee at Publicis Groupe Vietnam
MY CONTRIBUTIONS:
– Hero Engagement Ideation
– Integrated Execution Development
HERO ENGAGEMENT IDEATION
- Worked with the creative team from the first round, contributing to 3 Hero Engagement directions
01 – TIGER WALK-OUT
02 – CRUSHED THE DAY
03 — THE COURAGE PUSH
HERO ENGAGEMENT IDEATION
– Worked with the creative team from the first round, contributing to 3 Hero Engagement directions
– 01 – TIGER WALK-OUT
– 02 – CRUSHED THE DAY
– 03 – THE COURAGE PUSH
01 - THE TIGER WALK-OUT
Turn the everyday act of walking out of the office into a visible symbol of a day well conquered – then lead consumers toward their Crystal reward
- Co-created with the creative team
01 - THE TIGER WALK-OUT
Turn the everyday act of walking out of the office
into a visible symbol of a day well conquered
– then lead consumers toward their Crystal reward
Co-created with the creative team
02 - CRUSHED THE DAY
Turn the challenges Tigers have already “crushed” into physical and digital objects they can crush again to unlock Crystal rewards
- Co-created with the creative team
02 - CRUSHED THE DAY
Turn the challenges Tigers have already “crushed”
into physical and digital objects they can crush
again to unlock Crystal rewards
Co-created with the creative team
03 - THE COURAGE PUSH
Reframe the final push through the office door as the last courageous push of the workday — opening the way into Crystal refreshment.
- Co-created with the creative team
- Created the domino-door event mechanic, triggering a giant Tiger Crystal bottle to release beer
03 - THE COURAGE PUSH
Reframe the final push through the office door
as the last courageous push of the workday
– opening the way into Crystal refreshment
Co-created with the creative team
Created the domino-door event mechanic,
triggering a giant Tiger Crystal bottle to release beer
Credits
Client: Tiger Crystal
Agency: Publicis Groupe Vietnam
Creative Director: Bao Ngoc Vuong
Copy Trainee: Vu Sinh Quyen BM
CREDITS
Client: Tiger Crystal
Agency: Publicis Groupe Vietnam
Creative Director: Bao Ngoc Vuong
Copy Trainee: Vu Sinh Quyen BM
Vu Sinh Quyen BM
Copywriter | Fresh Wind
Fresh ideas. Whatever the format.
Gmail: vusinhquyenbm@gmail.com
Website: https://www.vusinhquyenbm.com
Linkedin: www.linkedin.com/in/vu-sinh-quyen-bm