Profile
Bư (he/they)

Thích viết, vì idea có lời không bao giờ lỗi thời.

Hanoian living and learning my trade in Saigon. The trade: Advertising copywriter, queer community organizer, black cat father. 

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Employment

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Joy Creative Studio
Copywriter
2025 - now
Nobu Danang, Coolmate, Yamaha, Jemmia
dentsu Redder
Freelance Copywriter 
2023 - 2025
Techcombank, BIDV, KBank, Herbalife SV, Nat C,
UNICEF, not counting pitches.
ZEE Agency
Junior Copywriter
2022
Hanoi Beer, AO Smith, Simple Skincare, TH True Nut, Unilever, adidas, Vietinbank

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Awards

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D&AD NEW BLOOD: THE PORTFOLIOS ‘24 WINNER

Bư NguyễnI drive ideas to workbunguyen.create@gmail.com

PROUD TO BE YOUR MATE

Brand: Coolmate
7-year anniversary campaign

Role: Copywriter

From a simple menswear brand to a household name for every Viet, Coolmate’s 7th birthday celebrates not just our growth, but our customers’ too.

Because a real thank-you isn’t generic, it’s personalized:

Turning our name into yours,
as Coolmate is proud to be your Mate.

LOVE BITES

Brand: KFC
Pitch, Print ad series


Role: Copywriter

There’s one thing the internet never gets tired of.

It's that drama, that push-and-pull, eye-rolls, low-key shading in Frenemies.

(Think Trump x Putin, Swiftie x Ye, or in Vietnam, Châu Bùi x Lê Dương Bảo Lâm).

But what if behind every glare is a shared, guilty pleasure, sneaking bites of finger lickin good KFC together?

MALNUTRI-TION PLATES

Brand: UNICEF
Fundraising campaign
Role: Copywriter

ONE SHOW Creative Use of Data - Shortlist

MADSTARS Data Visualisation - Crystal 

 MADSTARS Brand Experience & Activation - Crystal  

Creativepool Social Good - 

ShortlistCresta Healthcare - 

Shortlist  Cresta Cultural Impact - Shortlist

amongst others.
In Vietnam, millions of children face malnutrition, with nearly 40% in some regions suffering from severe deficiencies.
Together with UNICEF and Minh Long, we developed The Malnutrition Plates: Transforming alarming statistics into powerful ceramic designs to raise awareness and funds for UNICEF programs.

Each plate tells a story. Every purchase makes a difference.

WHY NOT GENERATION

Brand: Techcombank 
In partnership with dentsu Redder
Thematic film

Role: (Ghost) Scriptwriter

I was briefed to write the storyline and VO for this thematic. That meant interviewing the characters, weaving their stories to serve the idea best.

“Rich in Why Not. Some’s wealth lies in money. Some’s wealth lies in happiness, experiences, bravery, passion..which all starts with Why Not?”

STEER YOUR ANGLE 

Brand: Yamaha NVX
In partnership with Ogilvy Vietnam
Product launch campaign - 2 TVCs

Role: Copywriter

When the daily grind boxes men into routine,
their edges get sanded down to fit the mold.
Day by day, individuality gets traded away
just to win someone else’s game.

From a brand that “Revs Your Heart,” NVX isn’t just an enhanced sport scooter.
Its sharp, raptor-like design and ride, unchains the monotony.
Giving men back the exciting angles of life.

ACE THE GIFTING GAME

Brand: Jemmia Diamond
20/10 campaign
Role: Copywriter

In the mind game of love, even the closest hearts struggle to guess what the other truly wants.

This 20/10, Jemmia entered the chat not as a jeweler, but as the ultimate cheatcode for love, turning gifting anxiety into playful mastery. With wit, charm, and a wink, the campaign transformed diamonds from mere sparkle into the smartest move you’ll ever make.

Because when you gift Jemmia, you don’t just win her heart, you ace the whole game.

STUMBLING TOWARDS QUEER JOY

Brand: No One Magazine
Interview piece
Role: Interviewer, translator, writer, editor

No One Magazine is a print publication about underground queer nightlife around the world.

They commissioned me to write an interview piece on a queer clubbing collective, to which I immensely enjoyed.

Full piece upon request.

UNION OF THE CENTURY 

Brand: Nobu Danang
Teaser film
Role: Copywriter

Relaunching Nobu Danang to investors meant standing out from a sea of lifeless real estate ads.

Having discovered one of their biggest assets was the prime location in the heart of Danang, it made sense that only a global icon like Nobu could ever be worthy to match with our national gem’s heart.

A union worth celebrating, as both sides stand equal in prestige & potential. To buyers local to international, this is a partnership for the ages.

WALL OF LEGACY 

Brand: Nobu Danang
Site Hoarding
Role: Copywriter

The global hospitality brand Nobu launches its first real estate project in Danang, Vietnam.

In the peak of national pride sweeping the country, we highlight its prime location to be a rare Da Nang heritage site:
The hoarding point of local geographical connectivity, culture and arts legacy.

Sea of Gold 

Brand: KBank

KPLUS Gold promotion TVC
KBank SME TVCs

Role: Copywriter

Lucky to be part of the team that secured KBank as a retainer.  

Top hit me up for a chat!