Creative Strategy | Concept Development | Campaign Storytelling
NESCAFÉ 3in1 – The Boldest Non-Launch of the Year
How do you launch something that hasn’t changed at all? With unapologetic confidence and a whole lot of satire. For NESCAFÉ 3in1, the idea was to mock the over-the-top drama of tech launches—specifically Apple’s famously inflated reveals—by creating a film that exaggerated every non-change as if it were revolutionary.
The tone was everything: a mix of mock-seriousness, deadpan comedy, and self-aware charm. From the script to the visual framing, the campaign leaned into cultural parody to make a point—zero changes, but still the same great taste. And somehow, that made it feel even more iconic.
This unconventional, gutsy approach turned what could’ve been a non-announcement into a scroll-stopping, conversation-starting moment for the brand.
Team - Lead Art director - MarcoDeAlbuquerque | English Copywriter - Jessica VanDerberg | Arabic copywriter - Anas Shehereli