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M&C Saatchi Awaken Something Special In New Moccona Campaign



Windows Production's Tracey Rowe heads to Rome to re-imagine 'Sleeping Beauty'

M&C Saatchi Awaken Something Special In New Moccona Campaign

Moccona has launched ‘Awaken’, a new breakfast blend with a M&C Saatchi-created campaign that invites customers to ‘Wake up to something special”.

Like its predecessors, this campaign indulges in a special Moccona moment. In this instance, it’s that precious time between waking and getting on with your day when you savour your first coffee.

Shot entirely on location in Rome, the spot evokes a ‘Sleeping Beauty’ type fairytale that reflects Moccona’s European heritage and light-hearted romantic approach.

The campaign went live last night (Sunday) with 45 and 30 second TVCs and a 60-second cinema spot.

The commercial’s lead actor was flown in from Italy to introduce ‘Awaken’ at a Moccona breakfast event at Uccello Restaurant in Sydney’s Ivy last week.

The Moccona Master Brewer and ‘Awaken’ creator was also on hand to keep the brews flowing and take guests through the thinking and process behind the new morning blend at the event organized by M&C Saatchi’s PR company BangPR.

Marketing Director Rena Chatterjee said: “We want to remind Australians to start their day with a great cup of coffee. M&C Saatchi have done a great job of bringing this to life with the Sleeping Beauty ad.”

M&C Saatchi Executive Creative Director Ben Welsh said: “It's great to do some good old fashioned story telling, particularly when you can capture the authenticity of character and place like this. Thank you Rena.



Executive Creative Director: Ben Welsh

Writer: Lizzie O'Hara-Boyce

Art Director: Paul Gregson


Group Account Director: Yash Gandhi

Senior Account Manager: Angela Smith


Head of Television and Content: Rod James


Marketing Director: Rena Chatterjee

Group Brand Manager: Megan Farquhar

Brand Manager: Tiana Handel


Director: Tracey Rowe

Producer: Bonnie Fay

Production Company: Windows Production

Rome Production Company: CineRoma

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Genres: Storytelling

Categories: Hot Beverages, Soft Drinks

M&C Saatchi Sydney, Mon, 14 Apr 2014 10:07:39 GMT