Coffee advertising focuses on mornings. The ones filled with sunrays, morning glows, and eyes awakened by a cup that brings a start to your day. But there’s a group of people whose mornings look nothing like that – the ones whose “mornings” are filled with darkness and dawn still hours away. When the world’s resting for the day ahead, theirs is already halfway through, and they reach for a cup of strong, intense Nescafé Black Roast to keep going.

We candidly captured their early moments of darkness as they grab a coffee that looks nothing like the one we’re used to seeing:
– The security guard who keeps watch at night.
– The site manager who doesn’t keep normal business hours
– The office maintenance worker that does her job when everyone else’s ends.

Targeted billboards, at night and early morning, grabbed the attention of those night-time workers both on their way to, and on their way home from the night shift.

Their mornings look nothing like morning, but there’s a coffee that helps them through it.

Client/Brand: Nescafe’
Marketing Director: Dudu Mokholo
Business Executive Officer: Carl Khoury
Category Marketing Manager: Nivasha Pather
Brand Manager: Thonifo Munyai
Brand Manager: Kelvin Muianga

Agency: Publicis Groupe
Chief Creative Officer: Peter Little
Executive Creative Director: Rita Coetzer
Creative Director: Willie Struwig
Head of Production: Tsakane Mogale
Photographer: Bernard Brand
Lighting Assistant: André Badenhorst
Stylist: Bianca Lambert
Chief Client Officer: Heidi Nelson
Managing Partner: Zoe Lansdell
Business Unit Director: Heather Little
Senior Account Director: Marieta Derckson

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.