Nescafé Café Creations wants Aussies and Kiwis to ‘pause’ in latest campaign

Saatchi & Saatchi Australia has launched Nescafé’s Café Creations campaign showcasing the value of taking time out to “pause and recharge”.

Olga Starush, Nestlé head of marketing beverages, said: “This campaign holds a special place in my heart because it is based on such a simple and universal insight. How many times I myself have rushed to complete a task only to feel fully depleted at the end, when taking a short break midway would’ve given me the little extra energy I needed.

“We hope this campaign will put a smile on people’s faces and encourage Aussies and Kiwis to slow down for a bit and enjoy a Nescafé cappuccino or latte. Taking a moment for ourselves is something we all need to do more of.”

Saatchi & Saatchi creative director, Sam Chappell, added: “Who doesn’t like grabbing five minutes for themselves? To celebrate this joyous occasion and to launch the new-look Nescafé’s Café Creations range, we created this series of films dramatising the surprising ways people manage to fit a quick recharge into their day.

“We had a lot of fun, and breaks of course, making these, and look forward to encouraging Aussies to put the kettle on, hide away somewhere cosy and recharge their own batteries.”

Shot by award-winning director Dan Reisinger, the ‘Now’s Good’ campaign encourages Australians and Kiwis to prioritise making time for themselves.

It features everyday Aussies finding their sanctuary in the midst of a seemingly never-ending chore, to relax and reset with a delicious cup of Nescafé coffee.

The films will be supported by extensive social and OOH advertising. The campaign will run in Australia and New Zealand.


Client: Nestlé Australia
 Director – eBusiness, Strategy & Marketing: Martin Brown
Business Executive Officer, Beverages: Andrew McIver
Head of Marketing, Beverages: Olga Starush
Marketing Manager, Beverages: Siddharth Kajale
Senior Brand Manager, Café Inspired Mixes: Belinda Chan

Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Creative Directors: Sam Chappell & Michael Barnfield
Copywriter: Ben de Klerk
Art Directors: Rob Bamford, Ben Ware & Jonathan Palasty
Senior Broadcast Producer: Michael Demosthenous
Head of Planning: Iona Macgregor & Graham Sweet
Group Account Director: Libby Weston-Webb
Account Manager: Michelle Weekes

Production Company: Infinity Squared
Director: Dan Reisinger
Executive Producer: Dave Jansen
Production Director: Erin McBean
Post Production: White Chocolate
Audio Post Production: Squeak E. Clean Studios

Media: UM


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