TitleThe Smile Factory
Campaign The Smile Factory
Advertiser Nestlé
Brand Rowntree's

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About J. Walter Thompson London

Humble. Hungry.

Pioneers are hungry. We are restless, never satisfied. We respect the need for help on our journey, and reach out to collaborate. We value the significance that a new perspective can bring. We constantly challenge ourselves and those around us. We're completely focused on the work.

Work that drives our clients' businesses. Work that enables brands to adapt to an ever-shifting world. Work that is creative, aspirational and responsible. Work that shapes the world.

200+ Offices

90+ Countries

· DA&D – Yellow Pencil in Entertainment – HSBC – Living River 
· Cannes – Bronze Lion in Radio – Nestle – Christmas Break 
· Cannes – Bronze Lion in Radio – Bayer – You on a good day 
· Cannes – Bronze Lion in Outdoor, Press – Johnson & Johnson – Objects 
· Eurobest – Silver in Health – IFAW – Pups
· Local Choice – Gold in Press, Outdoor – Nestle – Bond
· Clio Awards – Bronze Clio in Film – Shell – Shapeshifter
· Euro Effie – Silver in Creative Effectiveness – Kenco – Coffee vs. Gangs
· LIAA – Bronze LIA in Entertainment, Design – HSBC – A Living River        
· LIAA – Bronze LIA in Radio – Bayer – Late Train

Latest News


Discover how Nespresso’s choices lead to amazing consequences for farmers and their communities

Today, Nespresso released its latest integrated brand campaign, sharing the personal stories of the farmers behind the exceptional coffees Nespresso is known for. The brand invites all coffee lovers to discover the heart-warming stories that have been made possible thanks to Nespresso’s uncompromising choices.

The integrated brand campaign will launch on September 12th, 2017 with a 60 second TV film, digital assets and print adverts. Four short online films and a new content hub have also been created to share the personal stories of the farmers behind the exceptional coffee.

Alfonso Gonzalez, Nespresso Chief Marketing Officer explains “Sustainability has always been at the heart of what we do at Nespresso and we wanted to use this new campaign approach to help coffee drinkers learn what is behind the coffee they enjoy every day. All of the stories in this campaign showcase how our choice to find and cultivate the best quality coffee can have amazing consequences on the people who grow and nurture it. In the end, we believe that we are the choices we make.”


The new campaign, shot for four days in Jardin (Colombia) by Italian directors Davide Mardegan and Clemente De Muro (CRIC) focuses on one specific choice Nespresso has made: creating a Community Mill with the local cooperative where all farmers could bring their coffee beans to be  processed in the most qualitative way. While it was created to help preserve the high quality coffee of the region, it did much more than that.  Farmers were able to generate more revenue by selling higher quality coffee but were also saving precious time. Farmers can save up to 5 hours a day during picking season – time and energy they are able to reinvest in their families, communities and personal passions.


  • Meet Humberto, a passionate coffee farmer benefiting from the Community Mill. He has been able to support his daughter’s passion for butterflies all the way to University where she is studying biology, thanks to the time and resources he has saved by processing his coffee centrally.  
  • Meet Esteban, who used to process his coffee on his father’s farm but now benefits from the Community Mill. A young father of two, he also has time to volunteer as a fireman for his community and spend more time with his sons. “I got into firefighting to help people” Esteban explains before talking about his family “This is all for my sons, all my work is for them and one day it will be theirs. I couldn’t be happier with the Community Mill. As long as Nespresso will buy my coffee, I’ll keep selling it to them.”
  • Meet Luis, who can now pass on his passion for fishing to his son Mathias, spending much more time outside together. The Community Mill has also enabled better water management and cleaner rivers in the region: “Before, if you wanted to go swimming in the river, you had to leave your shoes on, that’s how polluted it was. The Community Mill has had great impact on the community, we’re helping to keep rivers clean and preserve the environment as a whole.”

Nespresso believes quality does not come by chance but by choice. The search for the highest quality coffee has led to a series of choices, like the one to create the Nespresso AAA Sustainable Quality™ Program coffee. Created in 2003 the program works directly with farmers to create sustainable coffee farming practices that increase the quality, productivity and longevity of their coffee farms. 

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