Nespresso Canada makes its largest ever investment in OOH

The brand's latest campaign includes a total takeover of Toronto's Sankofa Square.


Nespresso Canada’s latest campaign marks the brand’s biggest OOH advertising investment to date. The campaign revolves around a TV commercial, in which actor George Clooney plays a detective investigating a theft of Nespresso coffee capsules on a luxury train. Famous actors Eva Longoria, Camille Cottin and Kim Go Eun also appear in the spot.

Fred Pasquier, VP of marketing at Nespresso Canada, tells MiC that the campaign’s media plan focuses on a robust, multi-channel strategy designed to reach a broad audience and reinforce the brand’s premium positioning in the country.

The campaign is supported by earned traditional media, digital advertising, social media presence and OOH executions, including a full wrap of a SkyTrain in Vancouver and a total takeover of Toronto’s Sankofa Square (formerly Yonge and Dundas Square) for one day. According to Pasquier, the company is the first brand to fully synchronize five large-format screens in Sankofa.

“OOH advertising will play a crucial role in this campaign across, delivering a cinematic and visually captivating experience that mirrors the creative storytelling of the advert,” Pasquier says. “While Nespresso Canada has previously invested in OOH, this campaign marks the brand’s most extensive OOH advertising investment to date, demonstrating a strategic focus on engaging urban consumers and elevating brand awareness through innovative formats.”

Pasquier notes that Sankofa Square was chosen specifically because it is one of Canada’s busiest urban hubs, with 32,000 square feet of full-motion DOOH advertising. The takeover also allows the brand to reach both new audiences and its existing customer base with engaging imagery that resonates with urban, on-the-go consumers.

“Engaging this audience aligns with Nespresso’s objectives of reinforcing its position as a leader in the coffee category and expanding its customer base through creative, story-driven campaigns,” he says.

The initiative is in line with the brand positioning in Canada, which has focused on highlighting the quality and sophistication of its coffee. It also relies on the company’s signature cinematic creativity, which puts coffee at the centre, as well as how far its customers go to enjoy the brand.

“As part of our long-standing relationship with George Clooney, which began in 2006, this campaign continues our commitment to deliver quality and exciting adverts that captivate audiences,” Pasquier adds. “George capsulates Nespresso’s commitment and vision to giving the world exceptional tasting coffee in a responsible way, bringing with him a smooth charm and humour to our campaigns.”

The ad premiered worldwide on January 15, with creative running online, on social and in stores throughout the year. Wavemaker handled media buying, while McCann Worldgroup led creative. Citizen Relations handled public relations.