Nespresso Sustainability
Nespresso launched a sustainability campaign to make coffee drinkers aware of what exactly goes into A Cup Above. After all, Nespresso isn’t just George Clooney and premium coffee. It takes a world-wide network of farmers, agronomists and originally-sourced coffee to craft A Cup Above. Making it easier for you to Choose A Cup Above.
The Device
The circular ring around the Nespresso cup allows the messaging to be read continuously,
which further emphasizes the necessity of a sustainable cycle.
The Activation
We took our story to where people would listen. As a Tribeca Film Festival sponsor, Nespresso used sampling and movie magic to convey the amount of hard work and practice that goes into making the perfect cup of coffee. A video consisting mostly of credits (from farmers to baristas) thanked the entire crew for all their efforts.
The Culmination
Finally, we created surprise OOH that thanked our farmers who happened to be visiting NYC for an agricultural convention.
We made sure they left NYC with more than a celebrity sighting, but with a professional portrait,
a sense of appreciation and some healthy empowerment.
