The Campaign

You can’t fake Italian.
Through a clever, social-experiment-ish casting session, we called on Lebanese men to audition as Italian men. We bet on them failing – because you can’t fake Italian. We continued the experiment by getting the director of the casting session to audition callers on radio and social media as well. Although just launched, this hilarious media stunt has
already got people in Lebanon brushing up their Italian. We wanted a campaign that would create buzz…and cut-through the overly cluttered Lebanese media. Something fresh, new, unique and playful…just like our product. We set up and documented real casting sessions with a famous Lebanese actress and director posing as our “Director”, calling for Lebanese men to audition for the Italian hero role in the upcoming NESCAFE Cappuccino Italiano commercial. We bet on them failing. Of course they would. They’re not Italian. And when our “Director” gets frustrated, she turns and tells camera that at least the cappuccino tastes great. We used these failed attempts (or at least the actors that allowed us to…as there were several frustrated egos!) as content for the campaign films, telling our audience that tasting is believing, and that NESCAFE Cappuccino Italiano is the only authentic Italian cappuccino out there.