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咖啡师浪漫
案例简介：全方位服务的营销机构 WorkInProgress (WIP) 已经为客户 nescaf é 的加拿大市场黄金和富有的品牌完成了一对活动。过去三年来，WIP 一直与 nescaf é 合作，在其产品组合中的各种产品上开展活动。这是里奇的第一部作品。 黄金作品支持家庭特色饮料，如拿铁、卡布奇诺和摩卡咖啡，并将在加拿大各地的电视和社交媒体 (脸书、 Instagram 、推特) 上全国性播放,和其他在线视频平台。 Nescaf é 想向观众展示，他们一天中期待的咖啡逃脱可以在自己家中舒适地进行。目标是提高人们对雀巢咖啡黄金特色拿铁咖啡、卡布奇诺咖啡的认识和试用,mochas 和鼓励人们除了在城里度过的时间之外，在他们的一周中增加一个家庭 “特殊场合”。然后，新型冠状病毒肺炎发生了，制作家庭咖啡的想法变得更加重要。 创意包括几个简短而甜蜜的视频 (三: 30 、一: 15 和 11:6 秒)，用漂亮的 “制作” 镜头突出产品。它们将持续到 7 月 5 日。 户外特色咖啡体验-例如在星巴克或 Tim horton 's-是一个涉及多步骤的过程，其中由专业人士为您制作饮料。试图在家里模仿它的想法对个人来说是令人生畏的，所以这些景点在视觉上展示了制作 nescafe 黄金的便利性。在一个地方，当她的咖啡准备好让观众意识到她在厨房里，而男咖啡师是她的男朋友时，一个男咖啡师会喊出一个女人的名字。"有什么比在家做卡布奇诺更容易的呢？" 标题在另一个标题中说，因为酿造在 10 秒内完成。“让它消失。” “有了 nescaf é 黄金特色菜，咖啡师更有可能把你的名字写对，因为咖啡师是你 -- 或者在现场 -- 你的另一半，” 马特 · 塔尔博特说，工作进步 CCO。 与此同时，WIP 为 nescaf é RICH 创作的作品将于 5 月 25 日在加拿大国家电视台推出，并持续到 7 月 19 日。该品牌拥有忠实的追随者，该作品旨在传达 nescaf é RICH 现在可以按需提供单份咖啡 (SSOD)。 挑战？视觉上传达这种从速溶咖啡到单份豆荚的转变。WIP 创建了一个: 60 、三: 30 和一个 15 秒的位置，在这个位置上，一个公寓居住者去隔壁取回他不久前给邻居的单份咖啡机。这是一次相当生硬的谈话。他们还提供了三个 6 秒的位置，这些位置利用了生产中的实际效果，展示了从已经熟悉的速溶咖啡罐中取出的单个咖啡荚，用于社交和声音关闭环境。 塔尔博特说: “nescaf é RICH 的 SSOD 会让很多人兴奋地再次使用他们的单份咖啡机。”。"即使这需要和邻居进行尴尬的谈话."
咖啡师浪漫
案例简介：Full-service marketing agency WorkInProgress (WIP) has completed a pair of campaigns for client Nescafé’s GOLD and RICH brands for the Canadian market. WIP has worked with Nescafé for the last three years creating campaigns across a variety of products in their portfolio. This is the first work for RICH. The GOLD work supports in-home specialty drinks such as lattes, cappuccinos, and mochas and will run nationally on TV throughout Canada as well as on social media (Facebook, Instagram, Twitter), and other online video platforms. Nescafé wanted to show viewers that the coffee escape they look forward to in their day can happen in the comfort of their own homes. The objective was to build awareness and drive trial of Nescafé GOLD’s specialty lattes, cappuccinos, and mochas and encourage people to add an in-home “specialty occasion” to their week in addition to those they spend out on the town. Then, COVID-19 happened and the idea of making in-home coffee became even more relevant. The creative consists of several short and sweet videos (three :30, one :15 and 11 :6 second spots) that highlight the product with beautiful “making of” shots. They will run through July 5. The out-of-home specialty coffee experience—say at a Starbucks or Tim Horton’s—is an involved, multi-step process in which a drink is crafted by a professional just for you. The thought of trying to mimic it at home is intimidating to individuals, so the spots visually demonstrate the ease of crafting Nescafé GOLD. In one spot, a male barista calls out a woman’s name when her coffee is ready only for viewers to realize she’s in her kitchen and the male barista is her boyfriend. “What’s easier than making a cappuccino at home?” titles say in another as the brew is made in under 10 seconds. “Making it disappear.” “With Nescafé GOLD Specialty, there’s a much better chance of the barista getting your name right, because the barista is you—or in the case of the spot—your significant other,” said Matt Talbot, WorkInProgress CCO. Meanwhile, WIP’s creative for Nescafé RICH is set to launch on national TV in Canada on May 25 and run through July 19. The brand has a loyal following, and the work is designed to communicate that Nescafé RICH is now available in single serve coffee on demand (SSOD). The challenge? Visually communicating this shift from instant coffee to single serve pods. WIP created one :60, three :30 and one 15-second spots in which an apartment dweller goes next door to reclaim the single-serve coffeemaker he gave to his neighbor a while back. It’s a rather stilted conversation. They also delivered three 6-second spots that leveraged practical effects in production to show single coffee pods coming out of the already-familiar instant coffee jar to be used on social and across sound-off environments. “Nescafé RICH’s SSOD will make a lot of people excited to use their single serve coffee maker again,” Talbot said. “Even if it requires an awkward conversation with a neighbor.”
Barista Romance
案例简介：全方位服务的营销机构 WorkInProgress (WIP) 已经为客户 nescaf é 的加拿大市场黄金和富有的品牌完成了一对活动。过去三年来，WIP 一直与 nescaf é 合作，在其产品组合中的各种产品上开展活动。这是里奇的第一部作品。 黄金作品支持家庭特色饮料，如拿铁、卡布奇诺和摩卡咖啡，并将在加拿大各地的电视和社交媒体 (脸书、 Instagram 、推特) 上全国性播放,和其他在线视频平台。 Nescaf é 想向观众展示，他们一天中期待的咖啡逃脱可以在自己家中舒适地进行。目标是提高人们对雀巢咖啡黄金特色拿铁咖啡、卡布奇诺咖啡的认识和试用,mochas 和鼓励人们除了在城里度过的时间之外，在他们的一周中增加一个家庭 “特殊场合”。然后，新型冠状病毒肺炎发生了，制作家庭咖啡的想法变得更加重要。 创意包括几个简短而甜蜜的视频 (三: 30 、一: 15 和 11:6 秒)，用漂亮的 “制作” 镜头突出产品。它们将持续到 7 月 5 日。 户外特色咖啡体验-例如在星巴克或 Tim horton 's-是一个涉及多步骤的过程，其中由专业人士为您制作饮料。试图在家里模仿它的想法对个人来说是令人生畏的，所以这些景点在视觉上展示了制作 nescafe 黄金的便利性。在一个地方，当她的咖啡准备好让观众意识到她在厨房里，而男咖啡师是她的男朋友时，一个男咖啡师会喊出一个女人的名字。"有什么比在家做卡布奇诺更容易的呢？" 标题在另一个标题中说，因为酿造在 10 秒内完成。“让它消失。” “有了 nescaf é 黄金特色菜，咖啡师更有可能把你的名字写对，因为咖啡师是你 -- 或者在现场 -- 你的另一半，” 马特 · 塔尔博特说，工作进步 CCO。 与此同时，WIP 为 nescaf é RICH 创作的作品将于 5 月 25 日在加拿大国家电视台推出，并持续到 7 月 19 日。该品牌拥有忠实的追随者，该作品旨在传达 nescaf é RICH 现在可以按需提供单份咖啡 (SSOD)。 挑战？视觉上传达这种从速溶咖啡到单份豆荚的转变。WIP 创建了一个: 60 、三: 30 和一个 15 秒的位置，在这个位置上，一个公寓居住者去隔壁取回他不久前给邻居的单份咖啡机。这是一次相当生硬的谈话。他们还提供了三个 6 秒的位置，这些位置利用了生产中的实际效果，展示了从已经熟悉的速溶咖啡罐中取出的单个咖啡荚，用于社交和声音关闭环境。 塔尔博特说: “nescaf é RICH 的 SSOD 会让很多人兴奋地再次使用他们的单份咖啡机。”。"即使这需要和邻居进行尴尬的谈话."
Barista Romance
案例简介：Full-service marketing agency WorkInProgress (WIP) has completed a pair of campaigns for client Nescafé’s GOLD and RICH brands for the Canadian market. WIP has worked with Nescafé for the last three years creating campaigns across a variety of products in their portfolio. This is the first work for RICH. The GOLD work supports in-home specialty drinks such as lattes, cappuccinos, and mochas and will run nationally on TV throughout Canada as well as on social media (Facebook, Instagram, Twitter), and other online video platforms. Nescafé wanted to show viewers that the coffee escape they look forward to in their day can happen in the comfort of their own homes. The objective was to build awareness and drive trial of Nescafé GOLD’s specialty lattes, cappuccinos, and mochas and encourage people to add an in-home “specialty occasion” to their week in addition to those they spend out on the town. Then, COVID-19 happened and the idea of making in-home coffee became even more relevant. The creative consists of several short and sweet videos (three :30, one :15 and 11 :6 second spots) that highlight the product with beautiful “making of” shots. They will run through July 5. The out-of-home specialty coffee experience—say at a Starbucks or Tim Horton’s—is an involved, multi-step process in which a drink is crafted by a professional just for you. The thought of trying to mimic it at home is intimidating to individuals, so the spots visually demonstrate the ease of crafting Nescafé GOLD. In one spot, a male barista calls out a woman’s name when her coffee is ready only for viewers to realize she’s in her kitchen and the male barista is her boyfriend. “What’s easier than making a cappuccino at home?” titles say in another as the brew is made in under 10 seconds. “Making it disappear.” “With Nescafé GOLD Specialty, there’s a much better chance of the barista getting your name right, because the barista is you—or in the case of the spot—your significant other,” said Matt Talbot, WorkInProgress CCO. Meanwhile, WIP’s creative for Nescafé RICH is set to launch on national TV in Canada on May 25 and run through July 19. The brand has a loyal following, and the work is designed to communicate that Nescafé RICH is now available in single serve coffee on demand (SSOD). The challenge? Visually communicating this shift from instant coffee to single serve pods. WIP created one :60, three :30 and one 15-second spots in which an apartment dweller goes next door to reclaim the single-serve coffeemaker he gave to his neighbor a while back. It’s a rather stilted conversation. They also delivered three 6-second spots that leveraged practical effects in production to show single coffee pods coming out of the already-familiar instant coffee jar to be used on social and across sound-off environments. “Nescafé RICH’s SSOD will make a lot of people excited to use their single serve coffee maker again,” Talbot said. “Even if it requires an awkward conversation with a neighbor.”
咖啡师浪漫
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Barista Romance
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