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.

© 2017 Wilson Lai. All Rights Reserved.