NESCAFÉ — Instant Connections

Over 5,500 cups of NESCAFÉ are shared every second worldwide, making NESCAFÉ the world’s leading coffee brand. Each one of those cups inspires a connection. We wanted to put our connecting power to the test.

︎ Concept
We went to a place where every day people meet, and yet they never make a connection. Pedestrian crossings. We hijacked them with specially designed control boxes. Each box had a screen, camera, button and, most importantly, a hidden coffee machine. Encouraged by each other and guided by our „Press Together“ button people connected and were rewarded with a fresh, steaming hot cup of NESCAFÉ.

︎ Execution
Due to the immense reach of the Nestlé brand across product offerings, languages, cultures and continents, Nescafé needed a unifying yet unique experience. The site needed to be customizable with content broken out from the global brand and shared by market, combining commerce and social integration.

Role - Art & Creative Direction
at Ogilvy Gemany
for NESCAFÈ Global

Klaus-Martin Michaelis  |  Germany  |  2021  |  🖖️