Yesterday, a partnership between Nescafé Dolce Gusto and Will.i.am was announced at the global launch of the company’s campaign ‘Creativity Reinvents The Classics’, featuring the Grammy winner.
The campaign focuses on the parallels between music and coffee creativity and features an energetic and vibrant film as one of the highlights, in which viewers see will.i.am in studio re-interpreting his own unique version of Otis Redding’s iconic hit ‘(Sittin’ On) The Dock of the Bay’, with Nescafé Dolce Gusto. The piece was directed by two of the film industry’s leading talents; Diego Contreras and Salomon Ligthelm.
The link between Nescafé Dolce Gusto and Will.i.am is shown as the artist is shown doing what he does best. The ad also reveals how Nescafé Dolce Gusto transforms a classic cup of coffee into an amazing and unseen coffee experience. As will.i.am says, “There is nothing like being creative to reinvent a classic”.
In addition to the campaign film, audiences can discover immersive brand content with an exclusive side by side interview, featuring will.i.am and Nescafé Dolce Gusto barista, Ola Persson. During the interview, both experts explain in four steps how they re-invent classics within their respective fields, thanks to their creative touches.
The global launch of ‘Creativity Reinvents The Classics’ will kick-off with will.i.am taking over the Nescafé Dolce Gusto Facebook pages for 48 hours, from 30th August 2016. During this time, will.i.am will tease coffee lovers by releasing exclusive behind-the-scenes imagery of the campaign shoot, ahead of revealing the exciting campaign film. The film will premiere across the Nescafé Dolce Gusto global Facebook pages and social media channels at 10 o’clock on 1st September 2016.
From 1st September, fans can engage with the digital branded content, as showcased on dolce-gusto.ie/reinvent-a-classic
To learn more about the new campaign, visit Facebook.com/NESCAFEDolceGusto