Nescafé Dolce Gusto has announced the launch of a new global campaign called Creativity Reinvents The Classics, featuring Grammy award-winning music creator will.i.am.
The campaign celebrates the power of creativity to deliver outstanding quality through a parallel between music and coffee creativity.
At the heart of the campaign is an energetic and vibrant film, which features will.i.am in studio with Nescafé Dolce Gusto. Industry-leading talents Diego Contreras and Salomon Ligthelm directed the film.
While viewers discover will.i.am re-interpreting his own unique version of Otis Redding’s iconic hit (Sittin’ On) The Dock of the Bay’ during the film, the ad reveals how Nescafé Dolce Gusto transforms a cup of coffee into an unseen coffee experience.
“There is nothing like being creative to reinvent a classic,” says will.i.am.
The global launch of Creativity Reinvents The Classics will kick-off with will.i.am taking over the Nescafé Dolce Gusto Facebook pages for 48 hours from 30 August. During this time, will.i.am will tease coffee lovers by releasing exclusive behind-the-scenes imagery of the campaign shoot, ahead of revealing the exciting campaign film.
“I chose to collaborate with Nescafé Dolce Gusto because the core of the campaign is around exploring creativity, which is a huge part of who I am and central to what I do,” he says.
The film will premiere across the Nescafé Dolce Gusto global social media channels at 8am on 1 September, followed closely by the TV launch on 2 September.
“We believe that when it comes to top quality, creativity makes all the difference, so we go beyond the classic foundations of traditional coffee making to reinterpret it with our creative twist, to deliver superior and amazing coffee experiences,” says Axel Touzet, Vice President, Head of the Nescafé Dolce Gusto GBU.
To learn more about the new campaign, visit www.dolce-gusto.com.au