Symbolic creative executions centred on a famous poem, 'Morning Relay' with symbolic skies. And these exposures were made to open 'evasion time' in contrast to the targets’ busy schedule. A 60-second TVC aired in busy morning time before work, wide-sized posters placed in packed, rush-hour trains, full-page, full-color ads in newspapers where reality information overflow are examples. Ways of media insertions and creative worked synergistically to effectively capture the target's heart and soul with Nescafe.

Since this campaign's objective was to create emotional bond, relevancy and empathy with the target, there are no quantifiable data available at this point. However, there are hundreds of homepages which send out the positive message to the world and link to the Nescafe site on this campaign