Published 04 November 2025 in News
The Loerie Awards
Bernard Brand a Finalist for The Loerie Awards 2025
Title: Dark Mornings - The sip in storage
Brand: Nescafé
Product: Nescafé Black Roast
Business sector: Beverages/Non-Alcoholic
Context
The world of coffee advertising consists of morning sunshine rays and imagery of a day waiting to be seized, but there's a world of coffee drinksers whose mornings look nothing like that.
Idea
Nescafé Black Roast shifted focus and showed the mornings we never see - the ones experienced by those who work throughout the night and rely on our coffee to keep them going, as opposed to getting them up for the day ahead.
Photography
Black and white photography helped us strip away any distraction and beautifully mirror the routine of the often-overlooked shift worker. Rooted in realism but captured cinematically, the portraits became an ode to how their 'mornings' look and allowed us to move completely away from the typical coffee moment... No lens flares. No warm hues. Just a moment in time captured in the dark of night...
Credits
Account Management
Marieta Dercksen, Heather Little
Agency
Publicis Groupe Africa
Agency Art Director
Rita Coetzer
Agency Managing Director
Heidi Nelson, Zoe Lansdell
Agency Producer
Tsakane Mogale
Art Director/Stylist
Bianca Lambert
Brand - Assistant Brand Manager
Thonifo Munyai, Kelvin Muianga
Brand - Brand Manager
Nivasha Pather
Brand - CMO or Marketing Director
Dudu Mokholo
Brand - Marketing Manager
Carl Khoury
Chief Creative Officer
Pete Little
Creative Director
Willie Struwig
Executive Creative Director
Rita Coetzer
Media Agency
Publicis Media
Photographer
Bernard Brand, André Badenhorst (Assistant)
Regional Agency Group
Publicis Groupe
Writer
Willie Struwig
For more information please navigate to the Loeries website here