What does Nescafé have to do with catching dragonflies?

Who: Nestlé’s Nescafé, with Courage for strategy and creative; Spy Films for production (directed by Omri Cohen); Outsider Editorial and Alter Ego for post production, Vapor Music for audio and Thrive for media.

What: “Nescafé Jars,” a made-in-Canada global campaign, inspired by the many ingenious ways people around the world use its empty jars.

When & Where: The campaign is rolling out now in Canada, debuting during The Grammys and running in the Super Bowl. Aside from TV, there’s out-of-home and print, as well as social ads that provide instructions on how to peel off the labels, and a website that lets people create and print off new labels.

Why: Last fall, Nescafé introduced “World Says Coffee,” (Courage’s first campaign for the brand), which reminded people of just how popular the brand is around the world, with “Nescafé” often used as a synonym for coffee. According to Nestlé, 5,500 cups of Nescafé are consumed around the world every second.

This campaign picks up that core message about the coffee’s global popularity, but tweaks it to deliver a sustainability message by using the ubiquity of its familiar jars.

“From the way we source our coffee to every step along the way, at Nescafé we are using our global scale to bring sustainable change for our planet,” said Carm DaSilva, VP of Nestlé Coffee Canada in a release. “But the simple act of reusing our coffee jar is an action that people all over the world have already been doing for years and years… We really saw an opportunity to celebrate that as a way to inspire and share how people are creating possibilities with their jars.”

How: The anchor TV ad adopts a similar approach to the fall launch spot, by taking viewers around the world to show just how omni-present Nescafé is. But in this case, it does so with a simple piano track and a charming montage of the seemingly limitless ways Nescafé jars are used long after the coffee inside is gone—from a nonna storing pasta, to a home where it holds dog treats, to a fashion studio where it’s buttons. They can hold candles and paintbrushes or used to catch rainwater and dragonflies.

Aside from a few shots of people making their Nescafé or enjoying a cup, there’s very little about the coffee itself, just a poignant reminder of how embedded it is in lives around the world. The spot ends with the line, “Every empty jar is full of possibilities,” and a new tagline: “Make your world.”

And we quote: “The thing that I love most about this one is how easy it is for people to see themselves in it. It evokes a real sense of intimate familiarity with something that is so universal.” — Joel Holtby, co-founder and chief creative officer, Courage

David Brown