Art installation #DoingIsEverything

We’ve helped Nespresso raise awareness on brand sustainability commitment by joining forces with local artists from Atelie Trion with the art installation #DoingIsEverything.

Nespresso is committed to making a positive impact on the environment. We started our journey as the PR agency of Nespresso in Bulgaria with a sustainability campaign and the brand’s focus is still on this topic almost 2 years later. A year ago, we have decided to create a story around this, unique project. Long way around the corner now we can present the art installation #DoingIsEverything success.

This project aimed to raise awareness of Nespresso's commitment not only via the brand statement generated by Nespresso but through memorable experiences, that will immerse consumers in the world of Nespresso and bring them closer to the brand. Partnering with Atelie Trion we strived to elevate the Nespresso brand awareness and gain equity through their shared values.

The proposal from the artists that we received after the brief was an Installation named “Growth” - inspired by the smallest element of Nespresso - the aluminium coffee capsule. The art installation #DoingIsEverything is a double-sided panel measuring 200 cm high and 150 cm wide. The construction is made of natural materials and reused Nespresso coffee capsules, which unlocked various aspects of the brand's commitment to sustainable development. One side of the art installation demonstrates the regeneration of the communities entrusted with responsible coffee production and the environment's care. Its focus is 600 magnetic aluminium capsules with live plants, which the public can take with them and "plant" the message of Nespresso for sustainability. This small action represents the importance of small steps in our daily lives and engages every visitor to become an engine of positive change. The other side of the panel is inspired by the life cycle of Nespresso coffee capsules and their recycling program, which gives them a "second life". This is happening in practice, as the brand invests 80% recycled aluminium in its production of new capsules. Apart from that, all coffee capsules delivered to the brand's boutiques worldwide are recycled. The emphasis here is on the artistically moulded aluminium capsules, which are reminiscent of the stages of recycling and the endless possibilities for reusing the material. More than 2,500 already used Nespresso coffee capsules have been used to make the entire installation. All capsules are processed by hand by artists. When the installation was ready, we organized the launch event to present it. As the first location for the launch event, we positioned the installation in one of the most popular shopping centres – Paradise Center, near one of the Nespresso boutiques in Bulgaria. The event was in the morning with a reference to first-morning coffee. At the event, we had three key speakers who presented the whole idea and project – Nespresso brand manager, Atelie Trion artist and Green Sofia representative. Also, we had representatives from Nespresso Serbia, who came especially for our project as an example of good practice for the local market. At the event, we had a coffee tasting, which allowed us to immerse fully into the Nespresso experience.

The campaign was set to be activated in the early spring and generated more than 1M impressions. People were very curious about the art installation and wanted to share Nespresso's commitment message furthermore.