Brand | NESCAFÉ |
Product/Service | INSTANT COFFEE |
Entrant | PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Entrant Company
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
MEC Dubai, UNITED ARAB EMIRATES
|
Production Company
|
FILMMASTER MEA Dubai, UNITED ARAB EMIRATES
|
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.
Credits
Alex Brunori |
Publicis ME Dubai |
Regional Executive Creative Director |
Ramzy Haddad |
Publicis ME/Dubai |
Executive Creative Director |
Lourica Halteh |
Publicis ME/Dubai |
Art Director |
Rewa Zeinati |
Publicis ME/Dubai |
Copywriter |
Maya Khammar |
Publicis ME/Dubai |
Client Services Director |
Teddy Abdelnour |
Publicis ME/Dubai |
Associate Account Director |
Lea Kerdy |
Publicis ME/Dubai |
Account Excecutive |
Kimi Nath |
Publicis ME Dubai |
Regional Planning Director |
Khaled Shehab |
MEC |
Business Director |
Wassim Barabara |
MEC |
Account Director |
Raja Paul Youssef |
MEC |
Senior Account Manager |
Fatima Shaikh |
MEC |
Director |
Vikrant Shetty |
MEC |
Associate Account Director |
Yasmin Mebar |
MEC |
Senior Account Excecutive |
Pedro Machado |
MEC |
Digital Account Manager |
Suad Taji |
TOP |
Creative Director |
Aliya Hussain |
TOP |
Senior Account Director |
Tala Abdeen |
TOP |
Project Management |
Bechara Mouzannar |
Leo Burnett MENA/Publicis MENA |
Chief Creative Officer |