Nescafe Film, Digital Nescafé Coffee Taproom by WorkinProgress (WIP)

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Nescafé Coffee Taproom

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Industry Coffee, Tea, Breakfast Drinks, Cafe
Media Film, Digital, Interactive & Mobile
Market United States
Agency WorkinProgress (WIP)
Chief Creative Officer Brandon Minch
Creative Matt Talbot, Andrew Lincoln
Editor Dan Aronin
Production Adhoc
Director Brooks Reynolds
Released June 2017

Credits & Description

Media: Ambient
Client: Nescafé Sweet and Creamy
Agency: WorkInProgress
Partner/Creative: Andrew Lincoln
Partner/Creative: Matt Talbot
Partner/Business + Legal: Pete Sheinbaum
Partner/Production: Stafford Bosak
Partner/Account + Strategy: Alex Guerri
Partner/Account + Strategy: Evan Russack
Partner/Technology: Harold Jones
Business Affairs: Jen DeCastro
Experiential Agency: Mosaic, Toronto
Director: Meighann Cassidy
Account Manager: Katie Piccot
Production Company: Adhoc Content, Toronto
Director: Brooks Reynolds
DOP: Kristofer Bonell
Executive Producer: Michel Korchinsky
Line Producer: Erica Parks
Editorial, Grade, Post Company: 11 Dollar Bill, Boulder
Editor: Dan Aronin
Assistant Editor: Faith Trottier
Motion Graphics/VFX: Christian Robins
Colorist: Clark Jackson
Managing Director: Lisa Effress
Mix House: Coupe Studios, Boulder
Audio Engineer: Greg McCrae
Executive Producer: Eric Singer
Stills Post Production: Catchlight Digital, NYC
Founder: Gene Bresler
Physical Computing Production: Barbershop, Denver
CPO: Robin Cain
CCO: Brandon Minch
Digital Partner: Urbery, Toronto
Founder, CEO: Mudit Rawat
eCommerce Manager: Sarah Kwan
For the ‘at home’ brand Nescafé Sweet & Creamy, WIP created a new coffee shop experience without out all of the transactional activity that comes from visiting one – the long lines, expensive bills, messed up orders, and more.
In their reinvention of the brand, WIP brought to life the NESCAFÉ Coffee Taproom – a pop-up coffee shop created specifically for NESCAFÉ coffee drinkers where the key to open the door is a Nescafé Sweet & Creamy sachet. To enter the exclusive coffee shop, consumers scan a NESCAFÉ Sweet & Creamy sachet on an iPad and receive a secret code to unlock the doors. WIP’s concept offers consumers everything they want from a coffee shop like delicious coffee, fast WiFi, plenty of outlets and comfortable places to sit but without the lines, complicated menus, expensive drinks, or baristas. Cups of coffee are actually made on demand by Nescafé consumers – with their own Sweet & Creamy sachets and the 12 hot water taps located on-site. And for those that enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups that feature misspelled versions of common names.
The NESCAFÉ Coffee Taproom is today open on Toronto’s trendy Queen Street and will live on through June 28th. Consumers are encouraged to socialize their experience using the hashtags #nescafeca and #taproom.
This marks the first piece of work to come out of WIP since they started working with Nescafé Sweet & Creamy, and is in line with the agency’s “action-first based approach” of creating consumer experiences first and following it with traditional advertising. As you may know, the team at WIP transformed Domino’s Pizza while they were at Crispin Porter + Bogusky, creating the Pizza Turnaround Campaign, the Cannes Titanium Grand Prix-winning Emoji Ordering innovation, and much more.
WIP will be amplifying the NESCAFÉ Coffee Taproom experience with a variety of online videos that will be supported by a paid digital media buy. The agency is also working with a variety of Toronto based influencers to create content to support the launch and they even created a Snapchat Geo-Filter that can only be accessed on site.