Orchestrated by My Love Affair and the Special Projects Department of PRODIGIOUS Brand LogisticsTM , Publicis Groupe’s production platform, the brand partnered with the music creator will.i.am known for his innovative and creative approach to music.
The brand “has always been an unconventional coffee brand; we like to push boundaries and challenge the coffee category by reinventing new rules of quality” says Alex Touzet, Vice President, head of the Nescafé Dolce Gusto Global Business Unit. This holistic campaign which celebrates the power of creativity, creates an artistic parallel between both coffee and music creation, featuring will.i.am’s own take on the classic ‘(Sittin’ On) The Dock of the Bay’ by Otis Redding.
For will.i.am, the partnership felt natural, “NESCAFÉ® Dolce Gusto® is committed to producing high quality, great tasting coffee, just as I am committed to producing top quality music”.
Step 1 – Selecting classics
Step 2 – Handling pressure
Step 3 – Ensuring best quality
Step 4 – Creating Hits