While many integrated campaigns are essentially the same piece of creative resized to fit different media spaces, this campaign centred on one key insight: a great coffee experience helps people break from routine, get a fresh perspective and think differently about things.

To generate additional sales of Robert Harris coffee, the campaign “Every Break Should Be Inspirational” used content to inspire New Zealanders through a wide range of breaks – TV ad breaks, online surfing during work, commuter wait times and taking a coffee break in both Robert Harris cafés and at home.  Content came from NZ artists, writers and designers along with agency-generated work.  The Napkin was the consistent thread throughout all of the work, but content was adapted to come to life in the most effective way for each media.