We've spent months hearing about a deadly virus bending the world to its will. It is no surprise people may be looking for more positivity after months of heavy mental stress.
With their latest campaign, Nescafé and Publicis Italy are doing just that: giving out a little bit of optimism, by repurposing images from previous Nescafé campaigns to give them a whole new meaning.
"We believe all of us are in serious need of a little hope and optimism," the team at Publicis says. And in just three weeks, the Good Morning campaign was born.
What was the brief?
To send out a message of optimism to the world, one country at a time as lockdown phase would start to ease up.
How did the initial pitch/brainstorming phase go?
We briefed different teams across the network as we often do and in short time we picked the best options. It was a very quick turnaround, agility is key in Covid times.
Tell us more about the concept. Why was it the right choice?
As a new dawn is hopefully approaching, we wanted to wish people a brighter morning, making that common two-word phrase heartfelt and meaningful again. And of course Nescafé owns the morning territory, so it was a perfect fit.
What was the production process like? What was the biggest challenge?
As most of the scenes could not be produced at that time, almost each and every shot is taken from previous Nescafé campaigns. Also we liked the idea of it being 100% pure Nescafé DNA, brought back together for a higher purpose.
What’s the main message of the campaign and why does it matter?
We believe all of us are in serious need of a little hope and optimism after such a dark moment we’ve been through, and in some cases we’re still living.
What is one unique fact about the campaign that will help it cut through?
One of the very few good things of having lived in a groundhog-dayish life for months is the fact that we have been forced to value the most simple things. The first time you leave quarantine, the first time you see a friend in a long time, the first time you open up shop again…
What do you hope it achieves for Nescafé?
Empathy.
How satisfying is it to see it out there after so much hard work?
Always good to see it out, now we just hope it can bring a smile of optimism to the people out there.
