As we adapted to the new normal during the Covid pandemic in 2020, I played a key role in crafting a campaign for the beloved brand Nescafé. My focus was on developing a strategic approach that resonated with Australian audiences on the Foxtel platform, aiming to inspire them to “Enjoy the Moment” with a comforting cup of coffee at home. From initial ideation to the final pitch, my goal was to create a relatable and uplifting message that connected with consumers during a time when they needed it most.

The campaign features beloved Fox Sports talent Bryan Fletcher and Nathan Hindmarsh, better known as ‘Fletch and Hindy’. The veteran NRL players show the hilarious ways we can “coffee” whilst staying at home. From DIY, to backyard sports and cooking disasters we can always find comfort in a daily cup of Nescafé and enjoy the moment.

The campaign launched with a six-second “Coffee Calling” short that quickly introduced the notion of connecting during the lockdown, placed across Foxtel’s BVOD platform Go, and Nescafé owned social channels. It was followed by a series of 15″ and 30″ TVCs, that ran on broadcast, social and BVOD. 

The most challenging aspect of the campaign was adapting to the constantly evolving circumstances of COVID-19. What began as a concept focused on strict lockdown measures evolved into a series that celebrated shared moments, like friends stopping by for a Nescafé. To keep the campaign relevant and relatable, each commercial tied into experiences many of us faced in 2020, such as tackling DIY projects, experimenting with baking, and coping with the absence of live sports. This shift allowed us to connect with audiences on a deeper level, reflecting the unique challenges and joys of that time.

6″ Coffee Calling

30″ Live Sport

15″ Cut Down