Nescafe: NESCAFÉ SPARK

Credits & Description:

Category: Ambient: Digital Outdoor

Advertiser: NESTLÉ

Product/Service: NESCAFÉ COFFEE

Agency: McCANN ERICKSON LONDON

Executive Creative Director: Brian Fraser And Simon Learman

Creative Director: Will Farquhar And Ian Ducker

Copywriter: Will Farquhar/Mike Oughton/Chris Mcdonald

Art Director: Ian Ducker/Gary Marjoram/Matt Statham

Account Manager: Philippa Tuck

Account Supervisor: Tara Howell

Advertiser's Supervisor: Mark Hall/Katy Hilditch

Typographer: Gary Todd

Producer: Mark Edmonds/Russell Newell (Digital Project Manager)

Other Credits: Sesan Ogunro (3d Animation/Motion Graphics) Ben Howarth (Digital Designer)

Date of First Appearance: Sep 15 2009 12:00AM

Entrant Company: McCANN ERICKSON LONDON, UNITED KINGDOM



Description of Ambient execution

Instant coffee is a category in decline. For most people, real coffee
comes from Starbucks. Instant coffee, they think, is processed and
fake. Our challenge was to counter this; to show that nescafé is completely natural, made from nothing but coffee beans. This campaign features ‘the spark’ - the metaphorical representation of all things good about coffee: taste, naturalness, freshness. Large scale digital formats allowed us to dramatise that nescafe is completely natural and made from nothing but real coffee. We produced spectacular animated sequences of a coffee plant growing and giving birth, magically to the spark, the essence of coffee.
These executions literally breathe life back into the nescafé brand. Each digital execution closed with the campaign line “we capture coffee at its brightest”.