For its new campaign “Creativity Reinvents The Classics”, NESCAFÉ® Dolce Gusto® celebrates the power of creativity by promoting the similarities in the creation of music and the creation of coffee. Initiated by London-based entertainment agency My Love Affair, and in collaboration with Publicis Conseil, NESCAFÉ® Dolce Gusto® partnered with Will.I.Am – an artist known for his creative approach to music. «Committed to producing top quality music», My Love Affair felt Will.I.Am was the perfect fit for this international advertising campaign. The online content and TV commercial, shows Will.I.Am reinventing Otis Redding’s classic “(Sittin’ On) The Dock of the Bay”, as the coffee brand transforms a classic cup of coffee into an amazing coffee experience. Through an immersive digital website (https://www.dolce-gusto.co.uk/reinvent-a-classic), NESCAFÉ® Dolce Gusto® offers a unique experience with exclusive content about Will.I.Am’s creative process. This creative campaign will be released in 80 countries and will offer users a unique experience, highlighting NESCAFÉ® Dolce Gusto’s® innovation as a brand.
