Campaigns / Art direction · Campaign
CofiqueOwn the Night
01 / THE BACKGROUND
THE BRIEFAND THE BRIEF.
Cofique is a Saudi coffee brand built for a generation that wants great coffee wherever life takes them. With a range of ready-to-drink products, Cofique brings convenience, energy and personality into everyday moments, keeping people going well beyond the usual coffee break.
Cofique wanted to carve out a distinctive space in Saudi Arabia’s crowded coffee category by owning the night. The challenge was to go beyond simply positioning coffee as a source of late-night energy and give the brand a meaningful role in Saudi youth culture.
02 / THE THINKING
THE CREATIVEIDEA.
During the day, we all have a version of ourselves that the world gets to see: the employee, the student, the colleague, the responsible one.
But at night, when the obligations are done, another side takes over. The gamer. The boxer. The musician. The creator. The person staying up late for the things they actually love.
That gave Cofique a more meaningful way to own the night. Not just by keeping people awake, but by being the companion that fuels the side of them most people never get to see.
The Key Visuals
03 / THE FILM
THE IDEABEHIND IT.
A secret inspection unit sets out to uncover the identities people reveal after dark. A musical film campaign built around the unexpected, and the coffee that knows the real you.
The film follows a secret inspection unit, “هيئة اكتشاف الشخصيات المخفية”, on a mission to expose the hidden identities people reveal after dark. Led by our main inspector, the team raids offices, colleges and everyday spaces while performing an escalating musical score. Speaking directly to the audience, the inspector searches through each suspect’s belongings for clues to who they really are. After increasingly ridiculous investigations, the team finds the one piece of undeniable evidence: a Cofique product. Across four characters, we discover completely different nighttime identities hiding behind their daytime personas. Because you might fool everyone during the day, but محد يعرفك زي كوفيك..
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