Nescafé Dolce Gusto | Ramadan Coffee Corners Campaign
Background: The Middle East is known for its hospitality, which is why coffee corners are common in the social areas in homes, such as the living rooms, the majlis or the social gathering room. Problem: NDG was perceived as having strong “western” values by 60% of responders which isn’t a good thing in a region that prides itself on its traditions. Solution: Owning and building the coffee corner concept was going to be our way of getting the brand to play a role in the region’s culture. To do so, we created four inspiring coffee corners that boldly reflect the personas with subtle Ramadan elements. Showing ‘who’ the corner belongs to whereas the hands showcase the spirit of the season. With quirky, unconventional movements; and relevant interactions between the ‘hosts’ and ‘guests’. We created 8 different videos/scenarios published on YouTube, Facebook and Instagram. The videos were based on Google data targeted at the three most popular segments of our audiences – Home decorators, fashionistas and travellers. My role: Art Director form A to Z.