Caffè Nero Festive Campaign 2020
Location
United Kingdom campaign
Christmas is a big deal in the world of retail, every shop down the high street fills their windows with decorations and shiny things to attract passers-by. And it is on these cold streets the elite coffee shops stage their own war.
The Christmas cup has become a staple part welcoming in the festive season, along with the latest range of warm drinks to woo the senses. With this great power comes great responsibility.
Services
Strategy
Branding
Brand communications
Digital
Feeling festive?
Having worked with Caffe Nero for many years now, we understand the importance of craft within what they do. However Christmas is also a time fore a little more sparkle and fun. Creating new assets as well as repurposing existing elements, we built a mix of hand cut illustrations, kinetic typography, and stop motion animations, all coated in a healthy sprinkle of joy we were able to inject a special energy to Christmas at a time when we all needed a little more cheer than usual.
Food glorious food
What is Christmas without a Mince Pie or a Yule Log? Not so merry if you ask us. developing POS imagery that helped show the quality of the food was launched alongside the more dynamic kinetic approach online ensured the season was met with energy whilst the sensibility of the brand was maintained.
The hand cut craft was developed through the POS, building paper gifts and trees for the environment, bringing elements of the digital campaign to the print.
Working to build a global standard of photography, we created images for UK, USA, Sweden and Poland, whilst also creating a shooting guide for each market to recreate images independently if required.
Working by hand you create what is politely known as ‘happy accidents’ but more accurately described as human nuances that cannot be designed on the computer.
To help put some humanity into the original cup design it was important to start developing assets and arranging using nothing more than paper, a scalpel and fingers.
The design is later digitised for production but the heart of the structure begins with a blank sheet of paper.
Concept development of the cup design saw exploration into the Italian heritage of Caffe Nero, along with the development of more ornate festive patterns and foliage.
Concept development and creative exploration is vital to ensuring the brand is creatively challenged and a key part of any project. Whether the creative is shelved or makes it through to the next stage it becomes part of the creative process.
Digitally is where the paper craft and kinetic type came to life, and allowed the campaign to really sing. Mixing tactical messaging and promotions with creative play ensured the social platform was a vibrant festive explosion.
“Working with Cellar Door makes life easier, which is a pretty tough task in these times. They are attentive, proactive and like to push creativity to get the most out of what’s possible. For this campaign, they created new material as well as repurposing existing assets so as to create a holistic, celebratory campaign. It is Christmas after all. “
Karen Kidd, Head of Brand, Caffe Nero
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studio@cellardoorcreative.co.uk
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