Client: Nescafé Singapore
Agency: GOVT Singapore, Momentum Production, Vocanic, Mindshare, Asia PR Werkz
Campaign scope: This social campaign, launched on Singapore's 'Good neighbor day', features a series of videos about Ben, a newcomer to a housing estate trying to make friends with his neighbors. The brand is also inviting people to share neighbor stories via social media and will be throwing 'Know your neighbors' parties through December to encourage people to get to know their neighbors.
Press release quote: Chow Phee Chat, communications director, Nestlé Singapore: “Our insights show that today we don’t know our neighbours as well as before. What was once a closely knitted community has become very fragmented, with each person and family member busy with their own lives. The Nescafé brand promise is about making connections and helping you make the most out of life’s opportunities. It was a natural decision for us to create and launch this campaign, to bring forth the message of ‘Creating friendships’."
Comments: We can't argue with the sentiment here, and the videos are well done, with some expert-level comedic timing on display. We'll just say that some of the awkward moments the protagonist experiences are exactly why many people don't want to know their neighbors.
Elsewhere: Our compatriots at Campaign Middle East recently covered a Nescafé ad for that region by Publicis.