NESCAFÉ

Black Roast

Client: Nescafé
Role: TV, OOH & DIgital


The Most Intense Coffee Ever

To celebrate the intense taste of the new Black Roast blend from Nescafé, we developed unashamedly product-centric creative that dramatizes the rich, bold flavour that results from roasting coffee beans for much longer than other instant coffees in the market.

There are a significant number of people who like a much stronger cup of coffee and this one is specifically crafted to suit their tastes.

It’s a unique product and we needed a campaign that would cut through the usual swirl and romance we’ve come to expect from the coffee category, so it seemed only fitting that we dialled up the intensity in our creative – loud drums, extreme close-ups, a no-nonsense tone of voice and last but not least, nice big, bold type… it’s all there.

In addition to television, OOH and digital, the campaign is intercepting real life “intense” moments with customised creative developed in collaboration with Google using the Director Mix tool.




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