Ramadan Campaign concept for Nespresso Arabia. The idea of 28 Flavourful Stories of Ramadan that related every flavour of Nespresso coffee with each day of the 28 moon cycle. the Moons were represented by the Nespresso Capsules and the campaign identifies 28 stories to tell through each flavour and each day of the holy month of Ramadan.
The campaign would drive engagement through a short story by famous Arab writers and call for personal anecdotes of family, love and sharing from customers.
The physical touchpoint would have kiosks at stores that demonstrated each story along with recipes (placed on iPads) that evoked the emotion of the particular story.
The recipes would also be tolled out in the form of a booklet that married each recipe to a short story. A Special flipbook style animation on the corner pages would show the full cycle of the moon phases.
Social Media engagement would lead users to a microsite with all the stories and recipes in one succinct package.
Campaign Activation
Campaign hero video moodboard
The Hero Product: A Ramadan special gift box with the 28 Flavours. Each flavour placed under a lid that told a short story along with the name.
Campaign Sleeve design for capsule pack
The campaign ends full circle with wishing the customers a Happy Eid.
