A Nescafé has just returned to the media debuting the global concept ‘MAKE YOUR WORLD’, adapted in Brazil to ‘MAKE YOUR WORLD’. The campaign, created by DPZinvites influencers relevant to the younger target, to help the brand connect with new generations, who are reinventing the habit of drinking coffee by creating new recipes.
Launching this month, the campaign is digital first, with an Instagram and TikTok strategy, OOH media, films on open TV and online, in addition to events across the country. This is the brand’s first masterband campaign, after 10 years without communication efforts, and seeks to inspire new legacies, including Nescafé’s own legacy.
To adapt and shape the creative concept, DPZ’s first challenge was to understand the meaning of MAKE YOUR WORLD for Brazilians. Then, using a squad of influencers who are leaving their mark on culture and entertainment, engage the public to make their own world within their context, based on an attitude, a world view or a vocation to change realities.
“With an eye towards the future, the MAKE YOUR WORLD campaign is much more than a simple advertising message; It is an invitation for people to share their stories and experiences with Nescafé, in different moments of their daily lives, resuming the emotional connection with the brand that is part of the history of all Brazilians”, says Tiago Buischi, Director of Marketing for Nestlé Cafés .
Over the last 70 years, Nescafé has stood out in the Brazilian coffee market since it arrived in the country, with the pioneering of instant coffee, until today, with a wide portfolio that also includes roasted and ground coffee options, in capsules, lattes and ready-to-eat coffees. to drink. In addition to the evolution of consumption in Brazil, the brand is also a protagonist in expanding sustainability initiatives in the coffee production chain, with the ‘Cultivated with Respect’ program. Through several positive practices and having the main pillars: nature, people and knowledge, Nescafé’s initiative inspires new legacies based on its own history.
“The launch of Nescafé’s new global positioning, MAKE YOUR WORLD, arrives in Brazil as a highlight of the campaign for the product that gave rise to the brand, instant coffee. We investigated the meaning of ‘making your own world’ for the public and we understand that, around here, those who are making their own world are always on the move, on the run, with no time to waste. The connection between the movement of the target and the practicality and versatility of the soluble is instantaneous. Thus, a visual language was born that starts with the turning of the spoon stirring different coffee preparations and the movement in the lives of different influencers, who invite the public to move their world like them”, explains Ariane Dias, Creative Director at DPZ.
In addition to DPZ, the agencies Publination, Pub and Thrive and the producers Sentimental, Punch and Tango participate in the campaign. The broadcast of the pieces began on April 26th, nationally, and will continue until October.
“As a warm-up to the campaign, our squad of digital influencers has been sharing their routines with Nescafé, highlighting the brand’s versatility in different situations”, comments Buischi, from Nestlé.
Planned activations: open TV with 15 and 30 second films, OOH, films, digital, influencers, brand mission, TikTok and marketing activation events in specific places (São João de Caruaru, São Paulo Coffee Festival, among others). Check out the campaign film.
DATASHEET:
Client: Nescafe
Title: Make your world
Agency: DPZ
CEO: Benjamin Yung
Vice President of Creation: Fabio Mozeli
Creative Directors: Ariane Dias and Douglas Reis
Creation: Ariane Dias, Beatriz Dias, Jordana Bispo, Vinicius Serafim, Enzo Alvarez, Fernanda Leite and Luccas Passamai
COO: Flávia Cortes
Business & Project Management: Samya Anjos, Ana Castro, Nathalia Esteves, Fran Corbanezi
Head of Strategy and ESG: Fernanda Mine
Strategy: Leonardo Moura, Vivian Lagua, Daniel Limão, Thereza Gontijo, Beatriz Melo, Larissa Sobral, Raissa Lopes
Media: Rodolpho Aguiar Eufrosino, Fernanda Martins, Mariana Tolosa, Carina Sampaio and Isabella Santos
Content: Jessica Raposo and Jessica Tangerino
Integrated Production Director: Paula Alimonda
Integrated Production: Bruno Dante, Felipe Telles and Pam Veríssimo
Communication: Rejane Romano, Beatriz Barreto, AND, ALL and Agência Pub
Client approval: Valeria Pardal, Tiago Buischi, Gabriela Monsanto, GiovanaCassini, Rafael Berenguer, Vivian Silva, Mayara Bueno and Marcos Santos
Producer: Sentimental Filme
Stage Direction: Meirelles Brothers
Executive Production: Marcos Araujo
Operational and Customer Service Director: Renata Pimenta
Service: Sheila Paula and Lucas Gabriel
Head of Production: Renata Picheco
Production Coordination: Chélide Teixeira Schulai
Director of Photography: Vini Bock
Art director: Claudia Terçarolli
Post-production: Sentimental Filme
Post-production Coordination: Anita Nadai
Post-production support: Thaiz Rosalino
Editor: Luciano Rossi
Color: Sérgio Pascoalino
Finisher: Lucas Marini
Sound producer: PUNCH AUDIO
Production: Mariano Alvarez
Creation: André Namur
Executive Producer: Lili D.Aragoni
Service: Ale Pais and Gabi Takan
Production Coordination: Cristiane Oliveira and Karina Coviello
Mixing and Finishing: Gustavo Guanaes, Ian Sierra and Rodrigo Tuchê
Photo producer: Tango
Photographer: Leonardo Braga
Ad: Peter Amaro
Photo Assistant: Renan Martins, Marcelo Cucatti and Paulo Marinuzzi
Production: Carla Fontella and Pedro Amaro
Service: Ana Alkmim
Art Director: Karla Salvoni
Prod. Objects: Miriam Zaruhi
Against: Vinicius Damico
Set assistant: Aroldo Ronconi and Helio Dantas
Food Stylist: Juliano Albano
Food Styling Assistant: Renan Menegazzi and Patrícia de Castro
Drivers: Arte José Benilson and Aurilio Junior
Vix Local Production: Felipe Redins
Vix Production Assistant: Livia Pegneau
Stylist / Beauty Vix: Sarah Stein
Vix Generator: Jackal
Vix Driver: AleCrew
Retouch: Alt Retouch
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