Maxwell House, an iconic name in instant coffee, entrusted us with its 360 activation campaign. The ambition: embody the brand's spirit in a wow campaign, able to accompany every consumer all summer long. Imagine a sunny, unifying brand idea. An invitation to enjoy a laid-back summer, at your own pace, with Maxwell House as your companion for every moment.
Our responseA simple, summery big idea that belongs to the brand: « Un MAX de liberté tout l'été », maximum freedom all summer long. A nod to the brand. An invitation to let go. The key visual is rooted in Maxwell House's DNA: a cup of coffee that turns into a paradise island. Coffee becomes an escape. Prizes that make summer last: tailor-made trips, travel bags, travel mugs, each one designed to keep the taste of freedom going well beyond the summer. A competition and an ultra-simple digital mechanic to try your luck and enjoy your own moments of freedom. The result: a feel-good summer activation, accessible to all. Coffee becomes the promise of a lighter summer!
