Nescafe: EYE

Credits & Description:

Category: Public Spaces
Advertiser: NESTLÉ
Product/Service: NESCAFÉ
Agency: PUBLICIS MEXICO
Executive Creative Director: Héctor Fernández (Publicis México)
Creative Director: Jessica Apellániz (Publicis México)
Creative Director: Luís 'Madruga' Enríquez (Publicis México)
Copywriter: Alan Alexis Ramírez Mendoza (Publicis México)
Excecutive Account Director: Juan Carlos Tapia (Publicis México)
Account: Gabriela Fernández (Publicis México)
Account: Lenin Rodríguez (Publicis México)
Producer: Marco Pozos (Publicis México)
Producer: Laura Acevedo (Publicis México)
Vice President Marketing: Mario Vera (Nestlé México)
Corporative Comunication Director: Julieta Loaiza (Nestlé México)
: The Lift
: Vendor
: Mindshare
Chief Creative Officer: Erik Vervroegen (Publicis México)
Media placement: Ambient/Outdoor - Mexico - US Border. - 21 March 2012
Describe the brief from the client
Mexico-US border is a place where hope is very much needed these days. That’s why Nescafé decided to give Mexicans the gift of seeing things in a new light.
Describe the challenges and key objectives
We wanted to wake people up, everyday, starting on the Spring Equinox 2012. We wanted our message to be inspiring, to be noticed. That's why we came up with the 'Eye' billboard: An ad using ancient Mayan technology (no batteries needed).
Describe how you arrived at the final design
We placed a billboard in the path of the sunrise, and created a hole in the shape of an eye. Everyday, when the sun would rise, the light would shine through the eye. The illusion was a glowing eye infused with the brightness of the sun, to inspire hope in all of Mexicans living on the border.
Give some indication of how successful the outcome was in the market
More than 20,000 people saw our billboard. Nescafé is still the leading brand in its category, and increased its sales by 10%.