| Title | PUNCH |
| Brand | NESTLÉ |
| Product / Service | CAFE VIET |
| Category | A02. Beverages - Alcoholic & Non-Alcoholic |
| Entrant | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
| Entrant Company: | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
| Advertising Agency: | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
| Production Company: | SUDEST PRODUCTION Ho Chi Minh City, VIETNAM |
Credits | |
| Executive Creative Director | Bob Cohen |
| Copywriter | Trong Huy Nguyen |
| Agency Producer | Vanessa Hurst |
| Planner | Indraneel Guha |
| Account Supervisor | Siddharth Malhotra/Thao Tran/Duy Ngo |
| Director | Fiona Mcgee |
| Art Director | Ha Nguyet Do |
Traditionally Vietnamese people drink a strong black filtered coffee called 'CAFÉ DA'. They believe that a good and strong cup of Café Da (local name) can only be delivered in roast and ground manner, which takes 25 minutes. Nescafe Café Viet decided to launch this traditional coffee in an instant format. The challenge was to break the mould that an international 'instant' cannot be as 'strong' as a local coffee. We went on to create 'taste tests' on television, but gave it a twist! To add to that, we decided to keep women out of our target and make this a 'male only' brand.