ABOUT

Background
Unite the platform, is not only the single most powerful word that is both supportive and representative of our social need state, but secondary, bonds and embraces our target audience with a descriptive, of a benefit from the Nescafé, My Cup experience, a coffee, creamer, sugar united together in perfect harmony.

Insight
Although, communicating to the primary target audience of the modern youth/uni students, by using the phrase ‘unite’ The TA, tend to have the desire at that sort of age to be more individual, and express them selves. However it’s also in the genes to align with similar person, for many reasons like security, recognition, acceptance etc.

The Idea
Viewing the insight, what gave us the hook in order to align (visually) with the TA in a way they would understand and not resent. Following through the way the TA display their individualities and tastes but share with groups, through music genres and preferences. Such as: Rock, POP, Hip-Hop, Soul et.