Capturing real workplace moments.
Creative communications group Connecting Plots launched a B2B campaign for Nestlé Professional that reframes coffee breaks as vital workplace connection moments.
The campaign uses Nescafé's 'Make Your World' brand platform to show how coffee breaks spark conversation, collaboration and camaraderie in Australian workplaces.
"This campaign is about more than just coffee," said Joanna Porter, head of marketing for Nestlé Professional.
"It's about the role we play in helping businesses build better, more connected teams."
"We wanted to shine a light on the role Nescafé plays in brewing those positive workplace vibes."
Rather than staging advertisements, Connecting Plots captured real workplace moments during coffee breaks at actual Nestlé customer offices. A documentary-style photographer captured conversations, laughs and gossip that naturally unfolded.
Timestamped images show coffee breaks happening at all hours, from 3am hospital shifts to late-night deadlines. The work captures office life moments including awkward birthday songs, TV show debriefs and daily banter.
"Our approach was to flip the focus from leading with product claims to shining a light on the positive workplace culture Nescafé helps create," said Tom Phillips, CEO of Connecting Plots.
"We didn't hire actors, we listened to customers and the truth is universal - a shared cup moves teams forward."
"That's the spirit behind 'Proudly Brewing Workplace Vibes', it's proof of how culture actually feels."
The campaign is live across Meta, LinkedIn, YouTube, Kargo, Google Display and content partnerships.
