Plan NESCAFÉ is the brand’s global social responsibility program, honoring coffee-growing communities as the heart of its legacy. During the pandemic, Mexican coffee farmers continued working tirelessly, helping the industry remain resilient, sparking a national wave of pride on social media.
To reflect this sentiment back to them, we launched #LevantoMiTazaPor, a digital tribute that became the first-ever monument to Mexican coffee farmers. Powered by real-time interactions across Twitter, Facebook, and Instagram, the monument, shaped like a coffee plant, grew and evolved using data such as gender, post type, time, and location.
The final data-driven sculpture was shared with the communities in 2020, as a symbol of gratitude through the Plan NESCAFÉ initiative.
