Alexander Kraev

NESCAFÉ Dolce Gusto

The brief:
Boost consumer awareness of Dolce Gusto's exquisite espresso range.

The idea:
Express each espresso's unique body and flavour in a visual and engaging way and immerse consumers in the world of coffee like never before.

The campaign:
The 2015 NESCAFÉ Dolce Gusto "Be an Espresso'nist" campaign takes the range of 7 exciting espresso flavours and transforms them into interactive, visual experiences.

Each coffee's intensity, aromas and textures are captured and the unique characteristics are translated into a beautiful visual brush. Users are immersed in each flavour and style of espresso by painting unique digital artwork using nothing but the coffee flavours.

Users could interact and participate via the digital/web platform as well as by interactive touch-screen tablets at tasting events around Switzerland. The best submitted artwork won an all-expense paid trip to New York to experience the MOMA, one of the most famous modern art museums in the world.

Agency: Y&R Geneva
Creative: Alexander Kraev
Copywriting: Nathalie Bianchi
Web Development: Urturn
Interactive: Frank Sorgues

Awards: GRAND Prix 2015 - Shortlist