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THE Whisperer and his friend Editor Stan are known for partaking in an early morning coffee but do we ever think about what we wake up for?
NESCAFÉ posed the question with a documentary campaign featuring six Okinawans, the indigenous people of the Ryukyu Islands between the islands of Kyushu and Taiwan, which was brought to the region with the inspiring message that people around the world are fundamentally equal when it comes to working towards their dreams and ambitions.
It transcended culture, age and language to bring a simple message to Bahrain; if you know your reasons for waking up in the morning, getting out of bed will be a more positive experience.
People around the region responded by starting conversations on social media, using the hashtag #IWAKEUPFOR as a platform for discussion around the subject. The campaign was so popular that it quickly went viral. The ‘What Do You Wake Up For?’ video was in the top-20 viewed videos on YouTube. That coupled with the millions of social media impressions indicates that people, inspired by finding their reasons for waking up, were enabled to start exploring their purpose, a completely new concept to some.
During the second phase of the campaign, NESCAFÉ Red Mug brought the message home by developing documentaries which featured inspiring stories from people in the Middle East sharing their reasons for waking up in the morning. Three of the stories were turned into TV campaigns driving the message that purpose has no culture, age, social status or gender; it is a state-of-mind that benefits everyone.
