Bucharest, July 2, 2024
Nespresso, one of the most appreciated coffee brands in the world, continues its official partnership with the Transilvania International Film Festival for the eighth consecutive year. At TIFF 2024, Nespresso and MullenLowe Romania have expanded their collaboration in the BTL area, offering participants a vibrant and innovative experience at Romania’s most prestigious cinematic event.
Films, through the stories they tell, are a source of inspiration and joy, offering new perspectives, just as savoring a cup of Nespresso coffee can be a catalyst for creative ideas. Thus, the Nespresso Romania team launched the challenge to MullenLowe: to bring the Mediterranean flavor to TIFF.
The response from the Mullen BTL team was a dedicated lounge for coffee lovers, located in the event hub at Union Square, Cluj-Napoca. Inspired by the global campaign “Unforgettable Summer” and the collaboration with Pantone, the space was decorated in Mandarin Orange and Habanero Gold colors, combining retro elegance with jovial modernity. This combination transformed the lounge into an ideal place for networking, film discussions, and relaxation.
“We are delighted to celebrate eight editions alongside TIFF, during which we have been the official coffee of Romania’s most prestigious cinematic event year after year. This year, we have taken our collaboration with MullenLowe Romania to a new level, exploring the BTL area and transforming the festival experience at the Nespresso lounge. Together, we have created memorable and interactive moments that perfectly combine the magic of film with the unmistakable pleasure of high-quality Nespresso coffee,” said Andrei Stoica, B2B Marketing & Events Coordinator, Nespresso.
“Expanding our partnership with Nespresso in the area of brand experience is an important step in our long-term collaboration. Today, brands are challenged to communicate through multi-channel and multi-sensory solutions, and the MullenLowe team loves to do this. We are happy that Nespresso x TIFF 2024 provided an excellent opportunity to showcase our creativity in the experiential area. Together with Nespresso, we managed to create a space at TIFF that inspires, connects, and offers participants an unforgettable experience along with super-premium coffee”, said Andrei Bașa, Head of Product, MullenLowe Romania.
For this edition, Nespresso and MullenLowe Romania spotlighted the special Coffee Bar, featuring a creative and elegant design, inspired by nature, which harmoniously combined fresh, summer textures and colors with the brand’s palette of shades and accents, adding a touch of timelessness and contemporaneity. The construction highlighted the beauty and refinement of Nespresso, emphasizing the attraction to quality materials and exceptional design, defined by attention to detail.
The Coffee Bar impressed with its modular construction, consisting of a retro-bar, where the experienced baristas performed the coffee preparation ritual, and a welcoming area with a 180-degree serving opening for coffee lovers. Using the professional Nespresso Aguila espresso machine, ideal for large-scale events, the Coffee Bar has guaranteed a memorable tasting experience, delivering the best flavor with minimal water and energy consumption. Built largely from sustainable materials, the Coffee Bar became the main attraction of the lounge, where participants enjoyed Nespresso Professional varieties and refreshing cocktails, transforming the space into an ideal place for networking, where film enthusiasts enjoyed the multi-sensory experience of coffee.
To celebrate the new collection of summer espresso machines and accessories, MullenLowe Romania proposed enhancing the space with an expo wall, showcasing the Vertuo Pop and Essenza Mini espresso machines, along with the Aeroccino 3 milk frother, all reimagined in the vibrant Mandarin Orange. The area was also enlivened by an engaging activation at the Plinko panel, where participants used Nespresso Professional coffee capsules as winning tokens for attractive prizes such as accessories from the Nespresso range, personalized stickers, and postcards with memorable holiday experiences. Additionally, at the end of the festival, all the postcards completed by cinephiles that left in the special Nespresso mailbox were sent to the recipients.
The creative and BTL team at Mullen designed and executed the branding for the entire Nespresso Lounge to offer instagrammable frames from any angle. To emphasize the idea of a film premiere, the project also featured a photo wall, perfect for capturing festival memories. The space served as a high-viewing spot, an educational hub for coffee masterclasses, and a glamorous café where participants enjoyed their favorite Nespresso varieties and refreshing coffee cocktails – the energy boost needed for the 11 extended evenings with extraordinary film screenings and TIFF events.
TIFF 2024 was an opportunity to celebrate the shared passion for film and coffee. The Nespresso Lounge became the ideal place for discussions about movies and scripts, offering participants a multisensory experience. The expansion of the Nespresso and MullenLowe Romania partnership in the BTL area demonstrated the commitment to quality and innovation, transforming each interaction into an unforgettable experience.
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The teams involved in the project:
Mullen: Andreea Golban, Bianca Dragu, Alexandru Demeter, Mircea Solomiea, Oana Chiriac – Creative, Andrei Başa , Ciprian Dumitru – Experiential, Georgiana Nicuță, Elena Enciu, Ariana Ion – Client Service.
Nespresso: Lidia Chiraches (Marketing Manager), Andrei Stoica (B2B Marketing & Events Coordinator), Stelian Calagiu (Coffee Ambassador), Alina Măciucă (Brand Communication Coordinator)
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About MullenLowe Romania
For 30 years in Romania, Mullen is an integrated marketing and communication agency, which aims to keep its entrepreneurial creativity mentality and dynamic spirit. The agency positions itself as a challenger to the traditional modus operandi in the creative process and adopts a working model based on integration and holistic perspective on communication.
Mullen’s creative product is designed as a business solution and not just communication in partnership with customers, through creative thinking, media innovation and a customer journey that differentiates our customers’ brand in the intense competitive landscape.
Mullen Romania is part of the international network MullenLowe Global, one of the largest communication networks worldwide, with over 90 agencies in America, EMEA and APAC, one of the holdings of Interpublic Group of Companies. In Romania, the agency is part of Lowe Group, one of the most important communication groups on the market.
For more information, visit romania.mullenlowe.com, the Mullen Facebook page or the MullenLowe Romania LinkedIn page.
About Nestlé Nespresso
Nestlé Nespresso SA is a promoter and a benchmark for high-quality portioned coffee. The company works with over 150,000 farmers from 18 countries through its AAA Sustainable Quality™ program to introduce sustainability practices in farms and their surrounding landscapes. Launched in 2003 in collaboration with the NGO Rainforest Alliance, the program helps improve crop yields and quality, ensuring a sustainable supply of high-quality coffee and improving the lives of farmers and their communities.
In 2022, Nespresso obtained B Corp™ certification, joining an international movement of 7,900 companies that meet the high B Corp standards of social and environmental responsibility and transparency.
Headquartered in Vevey, Switzerland, Nespresso operates in 93 countries and has over 14,000 employees. In 2023, the company operated a global retail network of approximately 791 boutiques. For more information, visit the Nespresso website: www.nestle-nespresso.com.