Publicis Mojo has teamed up with Nescafe to recreate Dolly Parton's classic “Nine to five”, turning it into “Five to nine” for the modern-day woman's working week.
The campaign, for the coffee maker's Cafe Menu range, promotes it as a way to escape the hum-drum 5-9.
Publicis Mojo national executive creative director, Grant Rutherford, said: “Lots of brands talk at women about their busy lives but we wanted an idea that tapped into a real cultural phenomenon and celebrated what women are already doing. We know that things aren’t necessarily going to change, but encouraging women to take a daily break can make all the difference.”
Nescafe is enouraging coffee fans to share their experiences on its Facebook page and with #working5to9 on Twitter.
The campaign runs across TV, digital and social.
Credits:
Creative agency - Publicis Mojo
Media - Zenith Optimedia
Digital - Digitas LBi
PR - Zing
