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We were tasked with creating a high-brow experience that aligns with Nespresso Australia’s existing above the line campaign ‘Nespresso Moments’, in order to put everyday coffee drinkers at the centre of attention.

 

 

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Nespresso Moments 

As Nespresso launches a series of new flavors in Australia, the brand aimed to push the boundaries of a ‘premium’ activation that would put the everyday Australian at the centre of the experience.  By bringing to life an experience that embodies the existing ATL theme ‘Nespresso Moments’, we aim to develop an experience that involves tasting new products and hold an activation in a public location and attract social media attention.

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We began the creative process by distilling the word MOMENTS into three stages, building the idea around the unwrapping of a simple black box.

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We designed the template of the structure based on the dimensions of the Nespresso Emblem and Monogram.

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At the concept stage, we were greatly inspired by the Museum of Contemporary Art at Circular Quay, Sydney. Designing the pop-up cafe to sit in front of the building, and elevating coffee to the level of art.

 

We envisioned a moment when the sun sets behind the museum and the box comes alive with the faces of everyday Australians. 

Throughout the process, we designed the experience as a window frame into a different world - where the hustle of everyday life suddenly slows down, and every customer is welcomed to explore the depth and heritage of Nespresso.

 

We used the existing Above-The-Line Campaign to influence our final outcome.

The Results

 

We were tasked with creating a high-brow experience that aligns with Nespresso Australia’s existing above the line campaign ‘Nespresso Moments’, in order to put everyday coffee drinkers at the centre of attention.

What resulted was a coffee tasting pop-up that was designed to resemble an edgy photo studio. 

More than 12,000 consumers intrigued to enter and experience the activation , and get rewarded with a free coffee across two installations in Melbourne and Sydney. Over 6,000 consumers posed for a picture and shared their ‘moment’ with Nespresso, becoming the face of the brand to their friends. Photos were posted to their Facebook page making them the ‘star’ of the brand to their friends. 

Creative Direction: Lee Changzhi

 

Agency: Weber Shandwick / Jack Morton Worldwide

Date: 2014

Copyright 2021 Lee Changzhi

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