Nescafé Hong Kong fuels customers in latest campaign

Nescafé Hong Kong launched a campaign with Japanese artist Keigo to cheer up Hong Kong's working class.

The digital- and retail-focused campaign features a wide range of occupations, such as workers in the food delivery industry, cooks, and bus drivers. "Our idea is to collaborate with Keigo to utilise his famous characters incorporating them into local Hong Kong occupations," said Tony Hon, executive creative director of Turn Creative.


"Each of them is facing some problems, and Nescafé Hong Kong is always here to support. We will launch a series of social content, limited-edition canned coffee, figures, and tote bags," he added.

Aiming at building a modern, young and trendy brand image for Nescafé Hong Kong, the campaign hopes to support Hong Kong's working classes and make their lives more fun, telling them that they can enjoy small things in their lives.

Commenting on the campaign, Hon said, "The greatest joy of the campaign is introducing overseas talents to Hong Kong's advertising scene. Hong Kong is an international city, it is the place where you can see the best of the East and the West, as well as the old and the new."

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