The more we prioritize efficiency in our lives, we lose sight of life’s simple pleasures.
Just like coffee, life is best enjoyed when we take the time to savour it.
Student IMC
Nescafe Gold
Art Direction
Customer Experience
Moments That Matter
A campaign that reframes Nescafe´ Gold from everyday instant coffee into a premium ritual for savouring life's simple pleasures.
Overview
Nescafe´ is one of the world's most recognizable coffee brands, but in North America, Nescafe Gold risks being seen as just another instant coffee. The campaign gives the product a more premium emotional role: a small pause that makes ordinary moments feel worth keeping.
My Role
I help transform research, audience insights, and business objectives into integrated campaigns that connect across digital, social, experiential, retail, and physical touch-points.
Through my work as an Art Director, I also contribute to strategy development, qualitative and quantitative research, audience segmentation, insight generation, creative conceptualization, visual storytelling, and campaign execution.
Team
- Art Director
- Christine Uy
- Copywriter
- Nicole Chan
- Strategy & Accounts
- Andrew Campaner
- Strategy & Accounts
- Raphael Angeles
The Shift
The Insight
The Big Idea
Turn instant coffee from a shortcut into a signal to slow down.
The more we optimize for efficiency, the more we lose sight of life's simple pleasures. Nescafe’s version of gold is the premium feeling of human connection and savouring life's moments.
While Nescafé Gold takes 1 minute to make, the moments it creates last much longer.
Nescafe´ Gold is the premium feeling of human connection and savouring life's moments.
74%
of Canadians in the pitch research feel they are always on due to hybrid work.
39%
of Canadian employees report feeling burned out, making everyday pauses feel more valuable.
1 min
to make Nescafe´ Gold, creating a simple bridge between convenience and a longer-lasting moment.
Just like coffee, life is best enjoyed when we take the time to savour it.
Manifesto
The Manifesto
Nescafé Gold isn’t just about premium taste. It’s about creating premium human experiences, by giving time back for moments that matter.
OOH
Golden Reminders in the Middle of Busy Routines
Through the golden shadows we show what that saved time you can get. Our OOH will also include a QR code to our microsite that will be used to expand and bring awareness to our experiential.
Microsite
Invitation to our experiential
A microsite that will be used to expand and bring awareness to our experiential.
Experiential
Take a moment with us
We'll be at High Park in Toronto from April 26 to May 6, where people are already slowing down to enjoy the cherry blossoms.
Influencer Partnership
To bring these moments to life, we want to partner with happy2find, a Toronto street photographer known for capturing candid photos on the TTC, editing them on the spot, and gifting them as keepsakes.
Nescafe´ Gold Sampling
Nescafe´ Gold samples for people to sip while enjoying the cherry blossoms with family, loved ones, and pets. Sampling reframes instant prep as part of the appeal, one minute to make, much longer to remember.
Personalized Golden Jars
A retail extension that makes the premium ritual personal.
Personalized jars can be purchased through our microsite. We want to bring a personal touch to our jars, a sentiment where this isn't just something that will sit in the back of your pantry. Personalization is what makes "Moments that Matter" truly golden memorable.
Social Media
Cultural Trust & Viral Reach
To expand our campaign awareness digitally, we've created a fun UGC calling for people to pose with their shadows.
UGC
#momentsinshadows
This UGC prompt invites people to strike a pose with their shadow, share it across Instagram, Facebook, and TikTok, and enter for a chance to win a Moments That Matter plaque and a year's supply of Nescafe Gold. Every shadow captures a golden moment worth savoring, the same way Nescafe Gold turns one minute of prep into more time for what matters.
Microsite
Where Real Golden Moments Are Shared
All of these moments will live on our campaign microsite. It becomes a curated space where real people’s golden moments are showcased, reinforcing that this isn’t just a campaign, but a collective experience. And it seamlessly connects inspiration to action, from viewing moments to purchasing.
The Rollout
Comms framework · Proposed April 26 – May 6, 2026
A short flight built around cultural timing and shareable pause.
The Reframe
Launch window
- OOH introducing “Some moments deserve gold”
- Paid social visual system
- Creator content around daily pause rituals
- Premium product storytelling
The Shadow Prompt
Mid-flight
- #momentsinshadows UGC callout
- Influencer partnership
- High Park bloom experience
- Sampling and photo installation
The Golden Keepsake
Final push
- Personalized Golden Jars
- Retail and digital conversion
- Winner announcement
- Always-on social recap content
The Plan at Scale
A premium coffee story with cultural reach.
The recommended plan weights spend toward the channels that can make the repositioning felt: high-impact OOH for the premium reframe, social and influencer content for ritual-building, experiential for proof, and retail for conversion.
Student IMC project completed for Courange Inc brief at Seneca Polytechnic @ York. Nescafe, Nescafe Gold, and related marks belong to their owners. Campaign details are proposed for portfolio presentation, not live results.
OOH
Premium awareness placements built around light, shadow, and pause.
Social & UGC
#momentsinshadows prompts, social storytelling, and recap content.
Influencer Partnership
Creator-led rituals that show how Nescafe Gold fits into real pauses.
Experiential
High Park bloom sampling and photo participation moment.
Retail
Personalized Golden Jars and product storytelling near purchase.
Contest Prize
Moments That Matter plaque and year supply of Nescafe Gold.