2015 Winners & Shortlists

IKIGAI

BrandNESCAFÉ
Product/ServiceINSTANT COFFEE
EntrantPUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryBranded Tech (offline)
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 PIXEL PLUS MEDIA Dubai, UNITED ARAB EMIRATES

Creative Execution

We created a sampling experience where people could have a free cup of coffee by tweeting their answers to the question ,"What do you wake up for?", from their smart phones. All they had to do was tweet #IWAKEUPFOR followed by their answer and then tag the booth’s handle (i.e #IWAKEUPFOR My Family @NescafeRedMug) and the booth would dispense a personalized cup of Nescafe coffee with their answers printed on the cup.

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.

What if answering one question could change people’s lives for the better? “What do you wake up for?” In Okinawa, Japan, the population has the world’s longest life expectancy. One of their secrets is ‘Ikigai,’ meaning the reason for which you wake up. We wanted people to answer this question when it mattered most: in the mornings. So we placed interactive sampling booths where people are starting their day, and need a coffee. Simply tweeting their answer resulted in a personalized cup of coffee with their answers printed on it, reminding people to focus on what’s important.

Credits

Name Company Role
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 Executive
Kimi Nath Publicis ME/Dubai Regional Strategic Planner
Khaled Shehab MEC Bussiness 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
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