NESCAFÉ: Live Out Your Boldness - Music Campaign 2011
Li Ying and Maggie Wang
Campaign details
Brand owner: Nestlé LtdAgencies: UM and MomentumBrand: NESCAFÉCountry: ChinaChannels used: Events and experiential, Internet - display, Internet - microsites, widget, Product and other sampling, Radio, Social mediaMedia budget: Up to 500k
Executive summary
NESCAFÉ launched the big idea 'Live Out Your Boldness' in November 2011, encouraging Chinese youth to convey a positive attitude towards life and advocate being brave enough to follow their dream – living the life they desire, releasing themselves, and...