For Nescafe's global rebranding, Publicis campaigns in Middle East

Nescafe, "My Inspiration" by Publicis Middle East.
Nescafe, "My Inspiration" by Publicis Middle East.

See how Publicis Middle East integrated the global slogan, "It all starts with a Nescafe," into its regional work

As part of its global rebranding exercise announced in June this year themed "REDvolution," Nescafe has launched an ad campaign in the region.

The 75-year-old brand had announced it would align the visual identity of all Nescafe products sold in 180 countries, and adopted a common slogan: "It all starts with a Nescafe."

Part of the campaign is an ad film conceptualized by Publicis Middle East, which is currently on air in the region.

The film features a young graphic novelist, whose work is inspired by his life’s experiences. A voice over sets the tone for the story saying, "Life is full of possibilities. Possibilities to explore every situation."

The protagonist brings real life situations like revelry at a club to life in his work. His own adventure, while climbing a mountain, adds to the pages of his novel. So do encounters with a beautiful girl who passes by with a smiling glance, and a fellow student who gives him a menacing glare. All of them translate into characters in his work.

The film ends with him climbing on to the terrace of his building needing a break, joining his friends with a cup of Nescafe. The voice over says, "Discovery is a journey, start today." The skyline in his view morphs into the images from his novel. The film ends with the brand’s message "It all starts with a Nescafe."

The TVC is part of an integrated campaign from Nescafe My Cup, "stimulating youth to try new things and discover what inspires them," according to Publicis.

The brand is inviting users to post stories on what inspires them, on the campaign website

Campaign credits

Client: Nestle
Senior Brand Manager: Magda Malkoun
Brand Manager: Rona Al Khoury
Creative Agency: Publicis Middle East – Dubai
Regional Executive Creative Director: Alessandro Brunori
Executive Creative Director: Ramzy Haddad
Copywriter: Rewa Zeinati
A/V Production Manager: Andreea Mititiuc
Account team: Maya Khammar, Teddy Abdelnour
Production house: Prodigious
Director: Jan Wentz

This article first appeared on

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free