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案例简介：全方位服务的营销机构WorkInProgress (WIP) 已经完成了针对客户nescaf é 的黄金和加拿大市场的丰富品牌的两项活动。在过去的三年中，WIP一直与nescaf é 合作，在其产品组合中的各种产品中开展活动。这是里奇的第一部作品。 GOLD work支持拿铁咖啡，卡布奇诺咖啡和摩卡咖啡等家庭特色饮料，并将在加拿大各地的电视以及社交媒体 (Facebook，Instagram，Twitter) 和其他在线视频平台上在全国范围内播放。 Nescaf é 希望向观众展示他们一天中期待的咖啡逃生可以在自己舒适的家中进行。目的是提高人们对nescaf é GOLD的特色拿铁咖啡，卡布奇诺咖啡和摩卡咖啡的认识并进行试用，并鼓励人们除了在镇上度过的时光外，还在一周内增加一个家庭 “特色场合”。然后新型冠状病毒肺炎发生了，制作室内咖啡的想法变得更加重要。 该创意由几个简短而甜美的视频 (三: 30，一: 15和11 :6秒点) 组成，这些视频以漂亮的 “制作” 镜头突出了产品。他们将穿过7月5日。 户外特色咖啡体验-例如在星巴克或蒂姆·霍顿 (Tim horton's)-是一个涉及的多步骤过程，其中由专业人士为您精心制作饮料。试图在家中模仿它的想法对个人来说是令人生畏的，因此这些斑点在视觉上展示了制作nescaf é GOLD的简便性。在一个地方，当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，一位男咖啡师会呼唤一个女人的名字。“还有什么比在家制作卡布奇诺更容易的呢？” 标题是在另一种情况下说的，因为酿造是在不到10秒的时间内完成的。“让它消失。” WorkInProgress CCO的马特·塔尔博特 (Matt Talbot) 说: “有了nescaf é GOLD speciality，咖啡师有更好的机会让你的名字正确，因为咖啡师是你 -- 或者在现场的情况下 -- 你的另一半。” 同时，WIP的《nescaf é RICH创意》将于5月25日在加拿大国家电视台播出，并在7月19日播出。该品牌拥有忠实的追随者，并且该作品旨在传达nescaf é RICH现在可以在单点咖啡点播 (SSOD) 中使用。 挑战？从视觉上传达从速溶咖啡到单份豆荚的转变。WIP创建了一个: 60、3: 30和一个15秒的地点，其中一个公寓居民去隔壁取回他不久前送给邻居的单人咖啡机。这是一次相当高跷的谈话。他们还提供了三个6秒的位置，利用生产中的实际效果来显示单个咖啡包是从已经熟悉的速溶咖啡罐中出来的，可用于社交和隔声环境。 Talbot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。”“即使需要与邻居进行尴尬的交谈。”
赠品
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.”
Givebacks
案例简介：全方位服务的营销机构WorkInProgress (WIP) 已经完成了针对客户nescaf é 的黄金和加拿大市场的丰富品牌的两项活动。在过去的三年中，WIP一直与nescaf é 合作，在其产品组合中的各种产品中开展活动。这是里奇的第一部作品。 GOLD work支持拿铁咖啡，卡布奇诺咖啡和摩卡咖啡等家庭特色饮料，并将在加拿大各地的电视以及社交媒体 (Facebook，Instagram，Twitter) 和其他在线视频平台上在全国范围内播放。 Nescaf é 希望向观众展示他们一天中期待的咖啡逃生可以在自己舒适的家中进行。目的是提高人们对nescaf é GOLD的特色拿铁咖啡，卡布奇诺咖啡和摩卡咖啡的认识并进行试用，并鼓励人们除了在镇上度过的时光外，还在一周内增加一个家庭 “特色场合”。然后新型冠状病毒肺炎发生了，制作室内咖啡的想法变得更加重要。 该创意由几个简短而甜美的视频 (三: 30，一: 15和11 :6秒点) 组成，这些视频以漂亮的 “制作” 镜头突出了产品。他们将穿过7月5日。 户外特色咖啡体验-例如在星巴克或蒂姆·霍顿 (Tim horton's)-是一个涉及的多步骤过程，其中由专业人士为您精心制作饮料。试图在家中模仿它的想法对个人来说是令人生畏的，因此这些斑点在视觉上展示了制作nescaf é GOLD的简便性。在一个地方，当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，一位男咖啡师会呼唤一个女人的名字。“还有什么比在家制作卡布奇诺更容易的呢？” 标题是在另一种情况下说的，因为酿造是在不到10秒的时间内完成的。“让它消失。” WorkInProgress CCO的马特·塔尔博特 (Matt Talbot) 说: “有了nescaf é GOLD speciality，咖啡师有更好的机会让你的名字正确，因为咖啡师是你 -- 或者在现场的情况下 -- 你的另一半。” 同时，WIP的《nescaf é RICH创意》将于5月25日在加拿大国家电视台播出，并在7月19日播出。该品牌拥有忠实的追随者，并且该作品旨在传达nescaf é RICH现在可以在单点咖啡点播 (SSOD) 中使用。 挑战？从视觉上传达从速溶咖啡到单份豆荚的转变。WIP创建了一个: 60、3: 30和一个15秒的地点，其中一个公寓居民去隔壁取回他不久前送给邻居的单人咖啡机。这是一次相当高跷的谈话。他们还提供了三个6秒的位置，利用生产中的实际效果来显示单个咖啡包是从已经熟悉的速溶咖啡罐中出来的，可用于社交和隔声环境。 Talbot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。”“即使需要与邻居进行尴尬的交谈。”
Givebacks
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.”
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