NESCAFÉ Indonesia x no na: The Fans Challenge

What happens when a global coffee brand stops advertising at young people and starts creating with them?

For NESCAFÉ Indonesia, the answer was a collaboration with no na: four young Indonesian artists whose music, visual identity and choreography are capturing the imagination of a new generation.

The connection went beyond a traditional brand partnership. Both NESCAFÉ and no na are Indonesian at heart: constantly evolving, moving forward and finding new ways to connect with young people. That shared spirit became the starting point for something deliberately unconventional.

Rather than make another TV commercial, NESCAFÉ chose to move with no na, embracing their distinctive sound, choreography and modern take on Indonesian identity to create something that felt as fresh and dynamic as the artists themselves.

The campaign, created in collaboration with Leo Indonesia, started with a simple invitation: tell no na what to create next.

Through PR, digital and social conversation, fans were invited to request dance challenges for the group – each with a NESCAFÉ twist. The requests quickly became more playful, unexpected and challenging, evolving into The Fans Challenge, a bite-sized content series where the audience wasn’t simply watching their favourite artists, they were shaping what happened next.

The conversation didn’t stop there. Creators joined in, reinterpreting the challenges and putting their own spin on no na’s moves. The campaign then moved into the real world, bringing NESCAFÉ and no na into the everyday journeys of Jakarta through billboards, digital screens, BRT branding, KRL takeovers and other high-impact outdoor executions.

The work was designed to feel native to every platform: not a TVC cut into social content, but content born for the platform, the culture and the audience.

It culminated in a bespoke music video bringing NESCAFÉ RTD and no na together in one final expression of the brand’s spirit: Always Moving. Never Boring.

The campaign demonstrates a different way for a global heritage brand to build relevance with youth: listen first, participate in culture, give people something to play with, and let the audience help create the story.

With record-breaking levels of viewership and engagement, and strong response across social, creators and out-of-home, NESCAFÉ x no na shows how local creativity can challenge conventional marketing thinking and create work with relevance far beyond its market.