Plan NESCAFÉ® is the brand´s social responsibility program, where year after year NESCAFÉ® work hand in hand with the coffee-growing communities to optimize their craft. This year the campaign was focused on recognizing all those coffee growers as the Mexican pride, this is how we decided to give power to social media using the hashtag #LevantoMiTazaPor that would build the first digital monument to Mexican coffee pride, giving it different data visualization criteria to a coffee plant that would grow and transforms as interactions increased in TWTTR, FB and IG.
We set up different criteria to visualice on the monument: GENDER, TYPE OF MENTION and TIME.
The campaign also had media formats to invite and inspire Mexican people to interact and leave a message within the site