of Breakfast

Champions of Breakfast is a rolling partnership between Nespresso and VICE's i-d magazine section Amuse. It takes a look into the routines of different nationalities and their breakfast habits. From what they eat, how they source and prepare the ingredients, to where, when and why they enjoy breakfast at home – and how coffee is an essential part of their ritual.

The people we meet are young and influential in their fields – characters that offer a different cultural flavour to their surroundings. Photographer Mustafah Abdulaziz, model-of-the-moment Neelam Gill and Biodynamic chef Dylan Watson-Brawn each show us ways that their diversity as characters make them champions of their own breakfast.


A new audience for Nespresso

The campaign showcases the different day-to-days of successful real-world Millennial role models. By mixing the sourcing of ingredients with companionship and extraordinary habits we are able to effortlessly blend narratives between work, family, passion and food. Adding interesting substitutions and evolutions of cuisines and routines, we are also able to educate our already refined audience at a peer level.

Of course, no matter what their breakfast, each morning they pair it with one of the 23 Nespresso grand cru variants. It's a foodie coffee-loving paradise.

To see each of the serialised video pieces, visit Champions of Breakfast.


Agency – Ogilvy SocialLab
Creative Director — Mauro Rodriguez
Art Director — Murray Allan
Copywriter — Charlie Gee