Shot around the world, the film takes us on a journey depicting the nuanced ways Nescafé drinkers repurpose their Nescafé glass jars. From using it as a rain catcher to converting it into a candle holder, the film shows viewers the infinite ways they can reuse their empty jars. The film gives a sense of intimate familiarity through a shared universal truth and leaves the viewer with a simple sustainability message: “Every empty jar is full of possibilities.”

As a global brand in over 180 countries, Nescafé has long been committed to a sustainable future in which its coffee is responsibly sourced, produced, and packaged around the world. Nescafé’s challenge was to relay to consumers how important sustainability was to them. We wanted to create awareness and drive engagement in a way that was relatable, with an insight that was purely true to Nescafé.

We tapped into an existing way, Nescafé’s coffee-drinkers already champion sustainability. From pantries to garages, all over the world, consumers fill their Nescafé jars with more than just coffee. Whether it’s used as a vase for flowers to beautify a home, or as a storage for dry goods like rice or pasta, a single Nescafé jar can have an infinite life cycle with no loss to its purity or quality.

Our approach with the director was to show and celebrate the cultures in an accurate way. We traveled around the world and used real locations, with real people, real set design, and real natural lighting to give our scenes an authentic look. We shot on 35mm film to allow the simple, raw, and powerful visuals shine through the lens of the camera as we saw them in front of us.

Over 50% of Canadian Nescafé consumers are diverse. Many have come from other parts of the world and have chosen to call Canada home. So for many of these new Canadians, they are coming from countries where Nescafé isn’t just more popular, it’s iconic. For these new Canadians who account for a large portion of our target audience, the consumer behavior of reusing Nescafé jars is one they would immediately recognize.

In fact, the reused jars shown throughout the film were inspired by the real culturally-nuanced ways Nescafé coffee drinkers have given them new life. From filling them with dal to home mechanics using them to organize their nuts and bolts, our imagery mirrored the real way people use Nescafé jars around the world.