2023 Winner

CASE SUMMARY

As a global brand in over 180 countries, Nescafé has long prioritized efforts towards creating a more sustainable future. At a corporate level, this includes such commitments as having 100% responsibly sourced coffee by 2025 and a 50% reduction in greenhouse gas emissions by 2030. But while sustainability was a top priority for Nescafé, many of its reasons to believe were very similar to those being made by its competitors.

The brand's challenge was to create an association between the brand and sustainability in a way that was not just relatable, but distinct to Nescafé. So rather than showcase big, abstract corporate commitments - however compelling they may be - they made the strategic choice to take a more personal,
more intimate approach.

They wanted to avoid the typical sustainability tropes of broadcasting proof points, and instead find a way to showcase the role their consumers could play in concert with the brand to reduce their collective environmental footprint. Their idea began with a powerful consumer insight into the existing way Nescafé’s coffee drinkers already champion sustainability.

All over the world jars of Nescafé take on a second life after they’ve been emptied of their original contents. From pantries in India to garages in Italy, when they’ve run out of coffee, consumers fill their Nescafé jars with all kinds of other things. Whether it’s used as a vase for flowers or as a storage for dry goods like rice or pasta, a single Nescafé jar can have an enduring life cycle with minimal loss to its purity or quality. This was a global insight, and Canada is a global country.

Over 50% of Canadian Nescafé consumers are diverse. 75% of their population growth comes from immigration and in the next 15 years, almost ? of their population will be immigrants. For these new Canadians who account for a large portion of their target audience, the consumer behavior of reusing Nescafé jars is one they would immediately recognize.

Their idea was to showcase the many ways Nescafé drinkers were already recycling their jars then inspiring and empowering others to do the same. The Plan: They’d launched with a beautifully intimate film simply titled “Jars”. Shot around the world, it takes everyone on a journey depicting the nuanced ways Nescafé drinkers repurpose their Nescafé jars. From using it as a rain catcher to converting it into a candle holder, they see the many ways people can reuse their empty jars.

The film leaves the viewer with a simple sustainability message: “Every empty jar is full of possibilities.” The film was complemented by print ads and social content which again depicted the many ways people were recycling Nescafé jars. On the Nescafé website, they provided Canadians with simple instructions to repurpose their jars and create labels for the new contents of the jar.

“Jars” was warmly embraced across the country - and beyond - for its universal truth and efforts around sustainability. And in addition to the acclaim, the brand has also seen impressive business results. Market share for Nescafé increased by 150 basis points while competitive share went down 170 basis points. Share of requirement among current users went up 90 basis points and overall sales grew by 6%. In response to these incredible results, the film is currently being adapted to be aired in additional markets around the world.

Credits

Agency
Courage Inc
Founder + CCO - Dhaval Bhatt
Founder + CCO - Joel Holtby
ACD, Writer - Hemal Dhanjee
ACD, Art Director - Steve Ierullo
Writer - Chris Booth
Writer - Matt Miller
Art Director - Tommy Yong
Designer - Marina Khouzam
Partner + President - Niki Sahni
Group Account Director - Saloni Wadehra
Account Executive - Julia Ovcjak
Partner + CSO - Tom Kenny
Agency Producer - Clair Galea


Production
Spy Films
Director - Omri Cohen
EP + LP - Marcus Trulli
DP - Adam Richards
AC - Chris Strauser
Asst. Producer - Mark Forlenza
Asst. Producer - Adrian Cheung


Offline
Outsider Editorial
Editor - Cam Anderson
Editing Assistant - Andy Friesen + Daniel Karan
Executive Producer - Kristina Anzlinger
Senior Producer - Kayan Choi


Transfer + Online
Alter Ego
Senior Colourist / Partner - Eric Whipp
Colour Assistant - Malini Khotsiphom
VFX Artist - Eric Perrella
VFX Assistant - Nupur Desai
Motion Designer - Ian Flaig
Producer - Mariya Guzova
Executive Producer - Hilda Pereira


Audio
Vapor Music
Creative Director - Ted Rosnick
Executive Producer - Lindsey Bates
Sound Designer - Levi Considine
Audio Engineer - Ethan Myers


Photography
Fuze Reps
Photographer - Maya Visnyei
Photo Assistant - Rachel Cicoria
Prop Stylist - Catherine Doherty
Executive Producer - Nicole Gomez