2015 Winners & Shortlists

The Campaign

What if answering one question could change people’s lives for the better? This question is: “What do you wake up for?”. A seemingly simple question. Every day we wake up because of something, but we don't often focus on the real reason for which we do it. Yet, we have found proof that answering this question in the right way can improve quality and longevity of life. Yes, proof. In a small island called Okinawa, north of Japan. Okinawans have a word they live by: Ikigai, which translates to “the reason you wake up for in the morning”. Always knowing their reason has made Okinawans some of the oldest, healthiest and happiest people. Through the campaign, we invite people to answer the question “What do you wake up for?” and to take a few minutes to focus on it, awakening their purpose with a hot, tasty cup of NESCAFÉ coffee.

Success of the Campaign

The campaign launches on February 24, so there are no tangible results yet. Client is heavily supporting it and we’ve received extremely positive reaction from the Nescafé global Business Unit which are considering the campaign to be rolled out as a global NESCAFÉ campaign

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We launched an online documentary, telling the story of the people of Okinawa. The video ends asking viewers “What do you wake up for?”, inviting them to engage through #IWAKEUPFOR. The Ikigai video was part of an integrated campaign: • PR and social media focused around the importance of awakening your purpose every morning. • A twitter booth activation rewarded passerby with free coffee in a customized cup using their tweeted hashtag, ex: #IWAKEUPFOR AWARDS. • Online campaign was designed to create intrigue, and drive video views as well as specially designed retargeted content to engage viewers with new content. • Hygiene video content was created to immerse viewers through: o 6 individual story portraits of Okinawans o A documentary depicting what the people who produce NESCAFÉ wake up for, reflecting the brand’s commitment to the campaign. • Outdoor & Radio created brand visibility and drove engagement with the hashtag.