Nespresso: Making our Silence Speak Volumes
At current rates of change, the United Nations predicts it will take 286 years to reach true gender equality. Nespresso - and MSL - don’t believe it should take that long. As part of a global RFP, Nespresso asked MSL to create a global campaign through a partnership with UN Women to raise awareness, advocate for change and drive actions contributing to a more equal and inclusive world for women in the coffee sector (and beyond).
My Role: Creative + Strategist
In Her Lifetime was inspired by my desire to expand the global aperture from the coffee farmer “her” into all the “hers,” add cultural currency, and pull the intangible future into the here and now.
Manifesto:
We’ve all said it: in my lifetime, I hope to see a cure for breast cancer. The first female president. Equal pay for equal work. Safety for all girls and women. And we have all seen deadlines come and promises go. Never fully realized. Pushed back. Abandoned. Foisted upon the next generation. For Nespresso, gender equality in coffee and beyond isn’t just a goal. It is the tireless, never-ending pursuit to help her reach her full potential. Because women make coffee - and the world - stronger when they start from equal ground and we at Nespresso are committed to the equity, rights and dignity of all women…
The day before International Women’s Day, Nespresso launches a global social media teaser. 286 notable people take over social with videos that last 286 seconds. They won’t say a word – just stare silently; awkwardly. Consumers won’t know exactly what’s going on, but we let media in on the secret under embargo.
As a follow up to breaking the internet, release full reveal video of everyone who participated. QR code directs them to www.inherlifetime.com where the campaign is detailed.
I didn’t stop there. During the entirety of a commercial break, major TV networks in every core Nespresso coffee producing or consuming country will go dark. As viewers frantically change channels to satisfy their need for entertainment NOW, they are met with:
”Think that was long? Try waiting 286 years for true gender equality.
We want to make change happen In Her Lifetime.
Nespresso logo with QR code flashes on screen to encourage consumers to learn more at www.inherlifetime.com