| Title | REINVENTING THE CLASSICS |
| Brand | NESCAFÉ DOLCE GUSTO |
| Product/Service | DRINK |
| Category |
B01. Use of an Artist as a Spokesperson/Ambassador in Partnership with a Brand or a Cause |
|
Entrant
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PUBLICIS CONSEIL Paris, FRANCE
|
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Idea Creation
|
PUBLICIS CONSEIL Paris, FRANCE
|
Credits
| Fabrice Delacourt / Olivier Desmettre |
Publicis Conseil |
Executive Creative Directors |
| Simon Dhamelincourt |
Publicis Conseil |
Copywriter |
| Quentin Schweitzer |
Publicis Conseil |
Art Director |
| Jean-François Clapeau |
Publicis Conseil |
Motion |
| Laurent Duvivier / Vanessa De Brosses / Emilie Jeanneau / Benjamin Mollier / Gersende Boillot / Anne Combe / Louise Bolzinger / Siham Cheikh |
Publicis Conseil |
Account Managers |
| Alastair MacLean / Megan Gutman / Daniel Groh |
Publicis Conseil |
Strategic Planning |
| Marion Meyer |
Publicis Conseil |
Social Media |
| Nicolas Izel |
Publicis Conseil |
Channel Planner |
| Nathalie Bousquet |
Publicis Conseil |
Process Manager |
| Pierre Marcus / Benjamin Besnainou |
Prodigious |
TV Production |
| Boris Jeanne |
Prodigious |
Sound Producer |
| Variable (Salomon Ligthelm & Diego Contreras) |
/ |
Directors |
| Gang Films |
Gang Films |
Company Production |
| Jean Villiers |
/ |
Producer |
| Jeanne Marie de la Fontaine |
/ |
Producer Director |
| Karine Friang |
Prodigious |
Post-production |
| Chris Sabogal |
Chris Sabogal |
Director of Photography |
| Carlos Serrano / Till Buisson / Romain Busnel |
Prodigious |
Business Affairs |
| Axel Touzet / Céline Colin / Irene Balascas |
Nescafe Dolce Gusto |
Advertiser’s Supervisors |
The Campaign
In the same way that a musician would remix an old time classic, Nescafé Dolce Gusto uses its creativity to revisit and improve coffee classics.
Creative Execution
At the end of August, we first had a phase of teasing with will.i.am taking over the brand social media platforms.
Then the Brand film was revealed in September in more than 50 countries and will be on air by the end of the year in more than 70 on TV and online, supported by a banner campaign and a social media and PR strategy.
Finally, through a retargeting strategy, the Brand delivered its full message by pushing its brand content videos to users that had already been exposed to the Brand film.
Furthermore, a 360° dedicated website was developed to encapsulate all our videos, and let the user discover the studio as well as some exclusive video content.
In less than a month after the reveal, the campaign totalized more than 40 million views on digital plateforms (Youtube and Facebook), 250 000 Facebook Likes, and thousands of press coverages. But the adventure only begins now and the campaign is still running.
Music is at the very core of the campaign, it is not used as a way to merely embellish the film, but rather as a real pillar of the demonstration.
The mechanism we used to express this idea of reinventing classics worked on a simple but powerful parallelism between two creative worlds : music and coffee.
The campaign relied on two main pillars.
Our brand film was there to implement and showcase our brand posture, and used a visual parallel, with spectacular coffee shots that mirrored the remix process.
Our four brand content videos were there to demonstrate the parallel between coffee and music, using the double speech of coffee (delivered by our barista) and music (handled by Will I Am) for the exact same sake : creativity as the way to better quality.