For latest coffee campaign.
Nescafe Dolce Gusto has launched a new global campaign, labelled ‘Creativity Reinvents the Classics’ in collaboration with American hip hop recording artist will.i.am. The campaign will include a film featuring will.i.am in studio with Nescafe Dolce Gusto, directed by Diego Contreras and Salomon Ligthelm.
While will.i.am re-interprets his own version of Otis Redding’s iconic hit ‘(Sittin’ On) The Dock of the Bay’ during the film, it reveals how the Dolce Gusto transforms a classic cup of coffee into an unseen coffee experience.
In addition to the campaign film, audiences can discover brand content with an exclusive side by side interview, featuring will.i.am and Nescafe Dolce Gusto barista, Ola Persson.
Nescafe Dolce Gusto vice president, Axel Touzet said, “Nescafe 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. 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.”
The global launch of ‘Creativity Reinvents The Classics’ will kick-off with will.i.am taking over the Dolce Gusto Facebook pages for 48 hours, from Tuesday. During this time, will.i.am will release exclusive behind-the-scenes imagery of the campaign shoot, ahead of revealing the exciting campaign film.
The film will premiere across the Dolce Gusto global Facebook pages and social media channels at 8 am on September 1, 2016, followed closely by the TV launch on September 2, 2016.