Nespresso brings global filmmaking contest to TikTok
Nespresso is amplifying its global filmmaking contest Nespresso Talents through TikTok for the first time, with the launch of a special Branded Hashtag Challenge in the UK.
Launching today and running for the next six days, the iconic coffee brand wants TikTok's community to get creative on the theme “Doing is everything” and showcase actions having a positive impact in the #NespressoTalents challenge. Running alongside the main competition, the challenge seeks to drive awareness of and entries to Nespresso's search for the next generation of filmmakers.
Now in its sixth year, the Nespresso Talents competition is the world’s premiere vertical short film contest which aims to showcase extraordinary talent from around the world. The contest calls for entrants to submit a short film in vertical format - making TikTok a perfect canvas. Entrants to the official Nespresso Talents competition have the chance to win exclusive trip to major 2021 film Festivals, including Cannes Film Festival, to see their film shown and celebrated, as well as mentoring sessions with film experts and a monetary prize to help fund a future film career.
With a focus on sustainability, the theme of the 2021 competition is "Doing is everything" and Nespresso wants entrants to share a personal vision of what this means. Films must be 2-3 minutes in length and can be in any genre – animation, documentary, drama or comedy - but ultimately, they must inspire people to follow this movement and help commit to creating a positive impact.
On TikTok, Nespresso hopes to see new types of creativity from a broader audience and encourage more types of filmmakers to take part in the main competition off of TikTok. To drive further awareness and engagement of the challenge, Nespresso will today run a premium TopView placement, the first video everyone sees when they open the app, take ownership of TikTok in UK. This will be supported by further In-Feed placements for the campaign over the coming days.
Anna Lundstrom, Chief Brand Officer, Nespresso, said, "Storytelling is part of our brand DNA. We understand the power of immersing an audience into a story and believe that there is no greater medium for storytelling than film. And as a lifestyle brand, we focus on this territory because the uniqueness and prestige of many film events are a natural fit for our premium positioning. Working together with the team at TikTok presents a unique opportunity to engage a wider audience, showcasing innovation and a more disruptive spirit, in a way that is authentic and engaging."
To extend reach of the campaign, Nespresso is also working with TikTok creators including photographer and creative director Mike Queyen (@QMike), London-based photographer @thevisuallife, photographer and videographer @kymagination, singer-songwriter and film director Onyi Moss (@mossonyi), UK mental health ambassador @dralexgeorge, fitness influencer @steph_elswood and foodie/ASMR specialist Sam Way (@Samseats).
Niusha Koucheksarai, Head of Brand Partnerships, Global Business Solutions, UK, TikTok, added, "TikTok can be a highly effective part of a broader campaign by brands to tell stories to an audience not found on other platforms, and this use of the platform and a Branded Hashtag Challenge by Nespresso is the perfect demonstration of that. Our community cares deeply about sustainability, and they are some of the most creative people you can find. As Nespresso searches for new types of filmmakers to enter its global competition, I have no doubt we'll see some incredible engagement and stories being told by our community in response."
For more information about the Nespresso Talents competition, visit www.nespresso.com/talents