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What is the message all about? The thematic campaign is thought-provoking and inspirational without missing a heartbeat. It has depth while maintaining its warmth from the quick sunrise scenes to its final quest for an answer. The viewer then ponders by himself, "Truly, for whom do I stand up and rise each morning?" The concept is about Filipino People, the construction workers, the teachers, the traffic enforcers, the community, family and its about me that waking up each morning with reason and purpose. This provides realistic images of the ordinary people that exist in our daily lives and highlights mans innate goodness which purportedly awakens (bangon) and revives the Filipino sense of community, patriotism, and development. Without the need for words, we are left with a resolve to better live life with a sense of love for those around us. The message is striking; it has good concept and good writing. The music, pictures, paralanguage, situation, functions are in line with great purposes. The concept Para kanino ka bumabangon of Nescafe Brand has a motivating line that even inspires me to think, for whom I am living for? , the dept of emotional appeal from this message goes beyond its meaning, that I should wake up with a smile and share my smile to others.

Text: The used of word BANGON (awaken or lift up) connotes actions and practice which gives more strength to the message. On the second thought, the question is drafting a more plausible road to change in governance of rampant corruption in the Philippines, and without BANGON (waking with up Practice) there will be doomed failure. This message is deeply related to bangon Pilipinas or stand up Philippines which our current Presidents administrator promises for change and development in our country. Background: Red background, emphasizing NESCAFE Classic brand which also correlated to the whole concept because Red is the most emotionally intense color which stimulates faster heartbeat and breathing. Is it also a color of love, which significantly, Love for ones self, love for others and love for country. Red gives aggressive impression, that Filipino should have a practice or action for a better change. Product: The word Classic, serves as a reminder about long lasting NESCAFE coffee brand. Also classic in the sense that the price is still at affordable cost which they emphasis out of this classic-word to maintain the relationship to its consumers. The product freight was beautifully executed that is visually smoothly flowed with natures bounty, building up to the products leadership in quality and taste. Promotion Objectives: To imply correlation drawn to the consumers between the better act of pagbangon and drinking the brand; that by drinking NESCAFE Classic each time one rises, one is driven to get up, keep a moment of reflection and rise up every morning with inspiration. To remind or maintain old consumers and Brand Nescafe classic relationship To make Nescafe Brand even more palatable to the Filipino Workers. To build more awareness to new consumers and make sure that the target audience is effectively reached. Who is the target Audience? The target audience are the old consumers especially Generation X and Generation Y as they are the heavily users of NESCAFE. Out of this theme they are also targeting the low income Filipino and busy workers.

Survey Feedback: The print ad is excellent. Simple yet well presented. The thought is easily conveyed to the consumers; the commercial represents and describes Filipino values, it brings out the nationalism among the country by just viewing the ad or the commercial. It actually touches and inspires the viewers and will leave them thinking of answering the question. It makes me want to drink coffee as I wake up because Nescafe complete my day Negative side, will absolutely come from the scientific aspects because too much coffee is also bad to the health. (Shane Abangan) >