HAVE A LOT OF THINGS
Creative Process Journal 4
OTHER PRINTED MATTER
Nescafé Brewing Golden Connection
Advertising, Art Direction
Advertising Campaign, Film, Pop-up Store, Website
Creative Process Journal
Based on the SMP of ‘bringing people together’, this campaign aims to engage millennials (aged 18–35) on an experiential campaign. Armed with the insight that Asians usually shun away from showing affections and expression of their feelings, we developed the campaign: Brewing Golden Connection.
The campaign sets out to bring people together emotionally by rekindling a memory shared by two people. The campaign makes use of heat-sensitive coffee cups—we call it “Cupsule”—with their memory etched on it, that appears only when coffee is added. The campaign sets out into three phases: experiential pop-up space, a film, and a microsite that lets people record a memory of a friend and send them a Cupsule.
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