Maxwell House shows you the true nature of coffee

Drinking coffee has become a lifestyle and a symbol of sophistication. And it is even more prominent in Asia where social media is often flooded with endless selfies with their coffee cups and pouty lips.Maxwell House is aiming to break with the perception that over-the-top fancy coffee is the only way to go.In collaboration with its creative partner W+K Shanghai, the brand made a bold move to show that “Good Coffee Can Actually Be Simple” with this very first major brand campaign in the Chinese market.With the help of animation and paper craft, W+K Shanghai and London-based production house Shotopop has created a “tangible” world with two protagonist characters and “anti-heroes” – Mr. Latte and Mrs. Cappuccino. Both characters embody the current state of café culture by pulling off over‐the‐top mannerisms and attitudes.In the first 15-second commercial featuring Mr. Latte, Maxwell House wants to underline that it is okay to have a good cup of instant coffee once in a while in a humoristic, cheeky and fun way.https://vimeo.com/168286262The second 15-second commercial starring character Mrs. Cappuccino will be launched in the coming weeks.Credits:Brand: Maxwell HouseCampaign: Maxwell House “Good Coffee Should Be Simple” CampaignCreative agency: W+K ShanghaiExecutive Creative Directors: Yang YeoCreative Director: Vivian Yong / Azsa WestCopywriters: Max Pilwat / Marc Garreta / Aier XuArt Director: Max Pilwat / Marc Garreta / Sui YaoDesigner: Juni Hsu / Wendy YuProduction Company: Amanacliq AsiaAnimation Studio: Shotopop