Nescafé — Make Your World
Atmadip Mukherjee
360-degree freshers campaign
Architect and copy lead on Nescafé's 360-degree freshers campaign. Digital plus on-ground.
The insight and the brief came from Nestlé. The campaign built on top of them is the work here.
The occasion
First-year students arriving somewhere new. First hostel night, first open mic, first city. A moment when everything is unfamiliar and worth marking.
Four parts, one system
#MyFirstCup. Gen Z firsts, built as a UGC flywheel. Rewards included LinkedIn Premium, Canva Pro and Coursera.
The Transition Trend. Before and after Reels. "This was me. This is my world now." The anthem chorus carries the switch-point.
Coffee Raves x Campus. Pop-up jams, local DJs, open mics. The brand as a reason to gather rather than a thing to buy.
MYW x Amazon Music. An exclusive playlist drop. Add, share, remix, with the top curators given the spotlight.
Four components rather than one asset adapted four ways. Each has its own job, and each gives a student a different way in.
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Posted Sep 13, 2026
Architect and copy lead on Nescafé's 360-degree freshers campaign, digital plus on-ground. The insight and brief came from Nestlé. Four campaign components built for students arriving somewhere new.
