Publicis Conseil Joins Forces With will.i.am To Launch 'Creativity Reinvents The Classics' Campaign for Nescafé

Today, coffee lovers are more demanding than ever, as they seek out higher quality coffees, finer bean flavours and more sophisticated coffee experiences.

NESCAFÉ  Dolce Gusto  has always been the unconventional coffee brand and put creativity at the heart of everything it creates, be it in the process of making the coffee, or the design of the machines as well…

“NESCAFÉ Dolce Gusto has always been an unconventional coffee brand; we like to push boundaries and challenge the coffee category by reinventing new rules of quality” says Axel Touzet, Vice President, Head of the Nescafé Dolce Gusto Global Business Unit.

In collaboration with Publicis Conseil agency, NESCAFÉ Dolce Gusto, is launching its exciting new worldwide advertising campaign “Creativity Reinvents The Classics”, featuring will.i.am, known for his innovative approach to his music. The holistic advertising campaign which celebrates the power of creativity by showcasing the similarities in the creation process of both music and coffee.

During the film, will.i.am reinvents Otis Redding’s iconic hit ‘(Sittin' On) The Dock of the Bay’, whilst NESCAFÉ® Dolce Gusto® transforms a classic cup of coffee into an amazing and unseen coffeeexperience.

For will.i.am the partnership felt natural, “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. NESCAFÉ Dolce Gusto is committed to producing high quality, great tasting coffee, just as I am committed to producing top quality music.”

Through an immersive digital experience, will.i.am and Ola Persson, barista for NESCAFÉ® Dolce Gusto® explain how they reinvent classics, each in their own field, by adding their own unique creative flare.

To develop this campaign, Publicis Conseil called on real experts of these two worlds : music and coffee.

Olivier Desmettre, Executive Creative Director at Publicis Conseil : “We were surrounded by experts on both sides. VARIABLE, the film director team, composed by Diego Contreras and Salomon Lightelm, two musicians as passionate about image as they are about music, and Simon Dhamelincourt, one of the campaign concept creators who is also a musician and DJ; and Ola Persson –on the coffee side- is the official brand barista”.

This partnership between NESCAFÉ  Dolce Gusto  and will.i.am was procured and overseen byentertainment agency My Love Affair and the Special Projects Department of PRODIGIOUS Brand LogisticsTM , Publicis Groupe’s production platform.

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 30th August 2016. During this time, will.i.am will tease coffee lovers by releasing exclusive behind-the-scenes imagery of the campaign, ahead of revealing the exciting campaign film online on 1st September 2016, followed closely by the TV launch on 2nd September 2016.Meanwhile, consumers will discover the whole universe of music and coffee creation through an immersive experience with will.i.am and Ola Persson on the brands website.