2015 Winners & Shortlists

Creative Execution

We created a sampling experience where people could have a free cup of coffee just by tweeting their answers from their smartphones. All they had to do was use their smartphones to 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 it.

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 near office towers where people are starting their day, and need a coffee. Simply tweeting their answer straight from their smartphones resulted in a personalized cup of coffee with their answers printed on it, reminding people to focus on what’s important.