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Nescafé brand Coffee mate just launched a new miniseries with American rapper and actor Vince Staples to show their love for teachers.
Produced by Wieden+Kennedy NY, the "Unbreak My Breakroom" series consists of three short episodes where the California-based artist gives the teachers of George Washington Preparatory Senior High a one-of-a-kind breakroom revamp.
On top of a complete redesign of the breakroom that includes new seats and tables, a projector, and a hidden relaxation room, educators will now find:
- Coffee mate creamers on tap
- An iced coffee fountain
- Multiple Nescafé coffee machines
- A fridge full of creamers to last the year
- Personalized coffee mugs for each teacher
The campaign hopes to offer these teachers a not-so-little pick-me-up after a hard day's work of teaching their students.
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The initiative is a celebration of Coffee mate's "For the Love of Coffee" brand platform, which aims to spread the love among coffee lovers and provide them with the best possible coffee breaks.
W+K NY creative directors Joaquin Salim and Mariana Oliveria explained how teachers became the focus of the brand's latest campaign:
"We chose teachers specifically, because their jobs require a lot of energy and dedication; they are true everyday heroes. So, we wanted to award them with a breakroom that reflects all of their efforts, but still make it fun and playful just like Coffee mate."
Leonardo Aizpuru, Nestlé's VP of brand marketing for the beverage division and business unit, reinforced this choice, believing that "teachers work tirelessly to build our future."
This is why Aizpuru believes they deserve recognition and appreciation, as well as the best coffee to fuel them.
This newest campaign from Coffee mate reminds us of its selfless and people-centered brand identity, uplifting others through a shared love for coffee.
Making the Breakroom the Best Room
In the first episode of "Unbreak My Breakroom," Staples reports to the principal's office to have a word with George Washington Preparatory Senior High Principal Tony Booker.
Booker then quickly goes over the history of the campus, being a century old, and having about 750 kids and 47 teachers.
With that crazy of a teacher-student ratio, Staples believes they'll be needing a whole lot of coffee.
They then head to the Teacher's Lounge, a.k.a. the "Breakroom," to find the state it's in.
The rapper then suggests ways to make the space better, with Coffee mate on tap and coming in different flavors.
"Make it a real coffee paradise," he advises.
Viewers meet the teachers of the school, Miss Ellen and Mister B, as they share the role coffee plays in their daily routines, agreeing that the breakroom is in need of a makeover, as it's not conducive to meeting and eating.
As the plan slowly comes together, the episode then introduces Lee, the construction coordinator who will help in giving the room a makeover.
After a few words on the project and its tight deadline, the episode caps and shows us what's in store in part two of the miniseries.
All episodes of "Unbreak My Breakroom" are out now on Coffee mate's official YouTube account.
Previously, the creamer brand and W+K launched a spot acknowledging that there are bigger coffee lovers than Coffee mate itself.
Editing by Katherine 'Makkie' Maclang
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