Escape the Hustle and Bustle and Grab a Nescafe - Branding in Asia Magazine

Everyone needs to chill out. First Kit Kat, then Coca-Cola, now Nescafe, the message is clear, everyone relax! The only possible explanations for the recent rash of "take it easy, bro" ads could be pandemic fatigue, the uncertainty of the future, or the fact that we watch way too many ads and are creating nonexistent trends in our minds. God, we need to relax.

Nescafe's new campaign features three different 15-second spots, each one centering on a creative way to escape from life for a few minutes to enjoy a quick cup of coffee. From pretending to work on a treehouse, to ignoring a friend while stowed away in a boat, everyone needs some peace and alone time now and then.

The campaign marks the first for NESCAFÉ Café Creations in over five years. 'Now's Good' was rolled out in collaboration with Saatchi & Saatchi Australia and was shot by Dan Reisinger.

"This campaign holds a special place in my heart because it is based on such a simple and universal insight. How many times I myself have rushed to complete a task only to feel fully depleted at the end, when taking a short break midway would've given me the little extra energy I needed," Olga Starush, Nestlé Head of Marketing Beverages.

"We hope this campaign will put a smile on people's faces and encourage Aussies and Kiwis to slow down for a bit and enjoy a NESCAFÉ Cappuccino or Latte. Taking a moment for ourselves is something we all need to do more of."

The films will be supported by extensive social and OOH advertising. The campaign will run in Australia and New Zealand.

Saatchi & Saatchi Creative Director, Sam Chappell, adds: "Who doesn't like grabbing five minutes for themselves? To celebrate this joyous occasion and to launch the new-look NESCAFÉ Café Creations range, we created this series of films dramatising the surprising ways people manage to fit a quick recharge into their day," said Saatchi & Saatchi Creative Director, Sam Chappell.

"We had a lot of fun (and breaks of course) making these, and look forward to encouraging Aussies to put the kettle on, hide away somewhere cosy and recharge their own batteries."

Credits:

Client: Nestlé Australia Director – eBusiness, Strategy & Marketing: Martin Brown
Business Executive Officer, Beverages: Andrew McIver
Head of Marketing, Beverages: Olga Starush
Marketing Manager, Beverages: Siddharth Kajale
Senior Brand Manager, Café Inspired Mixes: Belinda Chan

Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Creative Directors: Sam Chappell & Michael Barnfield
Copywriter: Ben de Klerk
Art Directors: Rob Bamford, Ben Ware & Jonathan Palasty
Senior Broadcast Producer: Michael Demosthenous
Head of Planning: Iona Macgregor & Graham Sweet
Group Account Director: Libby Weston-Webb
Account Manager: Michelle Weekes

Production Company: Infinity Squared
Director: Dan Reisinger
Executive Producer: Dave Jansen
Production Director: Erin McBean
Post Production: White Chocolate
Audio Post Production: Squeak E. Clean Studios

Music: Squeak E. Clean Studios
Composer: Guy Brown
Executive Creative Producer: Karla Henwood

Media: UM

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