This is a tender project I won as an art director in Integer agency/ Moscow, in 2012.
The brief
To develope creative concept and propose ideas for U launch activation.
All proposals should be based on creative idea of U developed by Nespresso HQ.
Concept
The first mobile and adaptive coffee gadget ever. Configure it according to your place, space and taste. Everything as you like.
Ambient in malls (teaser)
It's a dialog with stanger, dialog with U. Mix of Siri and Omegle — intellectual online chat.
Tell about yourself and you will know a little bit more about U.
Be the first to find out who are you and get it!
Ambient in malls (teaser)
And now with U
Activity in malls
Are you so easy adaptive as U? Could comply well in different spaces and shapes? Show this and have fun!
Live installation in malls let you be a part of perfomance and make funny photos to share with friends. Besides promo-personnel there are electric boogie dancers. They are making a dance show, interacting with the installation, several times during a day.
Ambient in malls
Non-standart idea perfectly delivers the idea of unique modularity. In this case we imagine elevator as U-mashine and each level is different module of it.
Interactive ambient
Interactive i-wall which reacts when someone is passing along it and transforms the space around him. Digital idea to illustrate the idea of adapting&adopting.
Outdoor 3D-projections
3D-projections on Nespresso shop-windows to make U-launch more imprassive and noticeable. The space is changing, but U easy adapts to every place and shape around it.
Retail U-zones
All Nespresso points of sale become innovative, technologic and stylish U-zones, where you could by not only coffee machine, but also Grand Crü on Nespresso site via QR-code.
Simple as 1-2-3:
- Choose your favourite Grand Crü
- Catch its QR-code via smartphone
- Make the order right here and now
Application for smartphones
Special application for smartphones to make orders in Nespresso shop wherever you are.
Make it personal activation
U adapts to your life and you can make it even more personalized by unique design of its pack or engraving on the cup. Unique and useful present for someone special.
