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The Hello Experiment

Created by Publicis Italia for the Nescafé brand, “The Hello Experiment” is a real experiment in psychological and social observation that involved over 300 people, selected in a library in Milan. The aim was to test to what extent diffidence can be the main cause of distance between people today and how easy it is to overcome barriers to socialisation when having a coffee together.

The experiment involved 18 video cameras and 30 microphones hidden among books, a team of 20 people on the set and 14 hours of filming to examine the two distinct and contrasting phases: in the first phase, diffidence and annoyance were shown by people when strangers tried to communicate, whereas, in the second phase, a change occurred because the strangers arrived with two mugs of NESCAFÉ inviting the other person to share a break.

Other projects Nescafé

Nescafè – The Message

In sport as in life, it’s impossible to achieve a goal without the support of the people closest to us every day. But do these people really know how much they mean to us? A cup of Nescafé is the…

The Hello Bench

ENG ENG Far nascere nuove relazioni è più difficile di quello che si pensa, anche quando si è in mezzo a centinaia di migliaia di persone. Per farlo serve una scintilla, una nuova opportunità e, naturalmente, una red mug. È…

The Nextdoor Hello

From “poisonous relatives”… to “diffident neighbours”. In the past, dreaded relatives were avoided while today diffidence has spread to our neighbours. NESCAFÉ has made “The Nextdoor Hello”, a video experiment created by Publicis Italia. An apartment block in Milan and…


The Closer


Cheers to all fans


Pause is Power


The Sound of Stories


New Barilla Al Bronzo


The Night is Young

Bottega Veneta

Bottega for Bottegas


A Lockdown Love Story


Live Till The Last Drop


Heineken Silver Launch

Bottega Veneta

Hidden Outdoors



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