Malaysian rapper Altimet fronts Nescafe's campaign targeted at 'everyday hustlers'

Nescafe Malaysia's new campaign "Bangkitkan Semangat Pagi", targets at the everyday hustlers, people who refuse to throw in the towel, even when life knocks them down hard, all while promoting Nescafe Blend & Brew. Aimed for a gritty feel, Nescafe Malaysia engaged Publicis Malaysia and Mindshare for the campaign.As part of the campaign, a video titled "Kisah Juang Jalanan" was launched on Nescafe Malaysia's YouTube channel. It features Malaysian rapper Altimet delivering the campaign message through slam poetry, before talking to everyday locals in Kuala Lumpur.Beyond digital engagements through digital assets, Nescafe Malaysia also plans to execute a six-month long campaign through radio spots and radio engagement with Era FM. Released on 18 July 2018, the video has garnered over 12k views at the time of writing.Campaign credits:Agency: Publicis MalaysiaExecutive creative director: Lee Tak ShuneAssociate creative director: Yasir Yusoff / Pickers CheahArt director: Shafik HamdiCopywriter: Nurul FathmaSenior designer: Afiff RazaliClient servicing: Angeline Bramham Tung / Zack Rahmat / Timothy TehProducer: Roseni Abdul