FeaturedThe Work

Nescafe invites youth to ‘discover inspiration’


Watch the campaign conceptualised by Publicis Middle East.

As part of its global rebranding exercise announced in June this year themed ‘REDvolution’, Nescafe has launched an ad campaign in the region.

The 75-year-old brand had announced it would align the visual identity of all Nescafé products sold in 180 countries, and adopted a common slogan: ‘It all starts with a Nescafé’.

Part of the campaign is an ad film conceptualised by Publicis Middle East, which is currently on air in the region.

The film features a young graphic novelist, whose work is inspired by his life’s experiences. A voice over sets the tone for the story saying, “Life is full of possibilities. Possibilities to explore every situation.” The protagonist brings real life situations like revelry at a club to life in his work. His own adventure, while climbing a mountain, adds to the pages of his novel. So do encounters with a beautiful girl who passes by with a smiling glance, and a fellow student who gives him a menacing glare. All of them translate into characters in his work. The film ends with him climbing on to the terrace of his building needing a break, joining his friends with a cup of Nescafe. The voice over says, “Discovery is a journey, start today.” The skyline in his view morphs into the images from his novel. The film ends with the brand’s message ‘It all starts with a Nescafe’.

The TVC is part of an integrated campaign from Nescafe My Cup, ‘stimulating youth to try new things and discover what inspires them’, informed an agency note.

The brand is inviting users to post stories on what inspires them, on the campaign website www.mycupinspiration.com.


Client: Nestle

Brand: Nescafe

Senior Brand Manager: Magda Malkoun

Brand Manager: Rona Al Khoury

Creative Agency: Publicis Middle East – Dubai

Regional Executive Creative Director: Alessandro Brunori

Executive Creative Director: Ramzy Haddad

Copywriter: Rewa Zeinati

A/V Production Manager: Andreea Mititiuc

Account team: Maya Khammar, Teddy Abdelnour

Production house: Prodigious

Director: Jan Wentz

Exposure: TV / Digital / Cinema