3am
Dentist
Earworm
Emoji
Lottery
Spider
Vacuum
Description
Faced with anxiety-inducing daily economic, political and personal insecurity, South Africans have a lot bouncing around their brains. SA coffee drinkers also have an average of 3.4 cups a day - but only 2% choose decaf. There’s really nothing much giving our minds some peace.
We collated hundreds of weird night-time thoughts, from earworms to random streams of consciousness, recreated the most entertaining ones and placed various ads in national newspapers to show how decaf coffee can help put our thoughts to bed.
The ads depict people's night-time overactive minds and encourage the audience to switch to decaf. This was an opportunity for the leading coffee brand in SA to bring some lightness to the situation, and help DECAF YOUR MIND.
This professional campaign titled 'Decaf your mind' was published in South Africa in May, 2023. It was created for the brands: Nescafe and Nestlé, by ad agencies: Prodigious and Publicis. This Print medium campaign is related to the Confectionery, Snacks, Food, and Soft Drinks industries and contains 7 media assets. It was submitted 12 months ago.
Credits
Advertising Agency: Prodigious Africa (Publicis Groupe), Johannesburg, South Africa
Executive Creative Director: Nick Liatos, Jacques Shalom
Writer: Jacques Shalom
Designer: Mike Estment, Daniel Brokstad, Nick Liatos
