Description: Life isn’t the perfect combination of morning moments that most coffee brands would have us believe – this is particularly true for the South African youth, who today more than ever, take on more and more in hopes to live a better life than their previous generation. So, Nescafé Classic chose to re-show themselves as a strong coffee to help the youngsters get through their day. Nescafe in this ad tried to show them that to stay strong and fresh through their grind, they need a grind that is just as strong.

Caption: This Is Our Grind

Advertising Agency: Publicis, Johannesburg, South Africa
Creative Director: Willie Struwig
Art Director: Richard Thompson
Copywriter: Jonathan Dennis
Additional credits: Sereti Films