NESCAFE: Good Morning World
To celebrate International Coffee Day in 2016, NESCAFÉ wanted a global campaign that would connect NESCAFÉ drinkers and fans around the world, leveraging social media platforms and features.
The idea: invite NESCAFÉ fans to pass a mug around the world to celebrate International Coffee Day on October 1st. Starting with the sunrise in New Zealand and Australia and finishing up with sunrise on West Coast USA.
In 24 hours Good Morning World ‘16 reached over 1.6 billion people around the globe. A 24-hour live broadcast on Facebook, Periscope (live video streaming extension of Twitter/X at the time) and YouTube featuring UGC, pre-recorded and live-streamed branded content from 58 countries.
With a team of 3 art directors, I created a broad collection of assets including a trailer spot used on YouTube and adapted for other channels, social media posts, paid social, and social activation ideas (eg Snapchat filters) for implementation at local level by 58 different NESCAFÉ markets.