Plan NESCAFÉ is the brand’s social responsibility program, where year after year, coffee-growing communities worldwide are celebrated and recognized as the brand's cornerstone. During the pandemic year, these communities in Mexico continued working tirelessly in the fields, making the coffee industry one of the least economically impacted, sparking a social media conversation about the nation's pride in them.
We wanted these communities to see the love and pride Mexico felt for them, so we harnessed the power of social media with the hashtag #LevantoMiTazaPor, creating the first digital monument to Mexican coffee farmers. Shaped like a coffee plant, it grew and transformed based on people's pride interactions across Twitter, Facebook, and Instagram, considering various data criteria like gender, type of publication, time, and location. The result was a beautifully crafted data visualization sculpture that was later shared with the communities as part of the Plan NESCAFÉ program in 2020.
