NESCAFÉ SPARK by McCann London for Nescafe

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NESCAFÉ SPARK

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Industry Coffee, Tea, Breakfast Drinks
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency McCann London
Executive Creative Director Brian Fraser, Simon Learman
Art Director Matt Statham, Gary Marjoram, Ian Ducker
Copywriter Mike Oughton, Chris Mcdonald, Will Farquhar
Producer Mark Edmonds, Russell Newell
Account Supervisor Tara Howell
Typographer Gary Todd
Released September 2009

Credits & Description

Category: Ambient: Digital Outdoor
Advertiser: NESTLÉ
Product/Service: NESCAFÉ COFFEE
Agency: McCANN ERICKSON LONDON
Executive Creative Director: Brian Fraser And Simon Learman
Creative Director: Will Farquhar And Ian Ducker
Copywriter: Will Farquhar/Mike Oughton/Chris Mcdonald
Art Director: Ian Ducker/Gary Marjoram/Matt Statham
Account Manager: Philippa Tuck
Account Supervisor: Tara Howell
Advertiser's Supervisor: Mark Hall/Katy Hilditch
Typographer: Gary Todd
Producer: Mark Edmonds/Russell Newell (Digital Project Manager)
Other Credits: Sesan Ogunro (3d Animation/Motion Graphics) Ben Howarth (Digital Designer)
Date of First Appearance: Sep 15 2009 12:00AM
Entrant Company: McCANN ERICKSON LONDON, UNITED KINGDOM

Description of Ambient execution
Instant coffee is a category in decline. For most people, real coffee comes from Starbucks. Instant coffee, they think, is processed and fake. Our challenge was to counter this; to show that nescafé is completely natural, made from nothing but coffee beans. This campaign features ‘the spark’ - the metaphorical representation of all things good about coffee: taste, naturalness, freshness. Large scale digital formats allowed us to dramatise that nescafe is completely natural and made from nothing but real coffee. We produced spectacular animated sequences of a coffee plant growing and giving birth, magically to the spark, the essence of coffee. These executions literally breathe life back into the nescafé brand. Each digital execution closed with the campaign line “we capture coffee at its brightest”.