Nespresso x Samra Origins by The Weeknd
Agency: Amazon - Twitch
Roles: Creative Strategist
Teammates: Reed Trimble (Creative Strategist, CA), Sonya Tsui (Program Manager), Sarah Brand (Influencer Relations Manager), Bhargav Karkar (Account Manager), Maddy Michaud (Campaign Manager)
THE ASK
Promote Samra Origins, a one-of-a-kind collaboration inspired by The Weeknd’s Ethiopian heritage and his mother, Samra.
THE IDEA
The Twitch Canada homepage carousel turned up the volume — and the flavor — as coffee and music shared the stage in celebration of The Weeknd’s special edition coffee blend and Nespresso Vertuo Pop+ in Buna Yellow. Part of The Weeknd’s collection, this special edition machine features the Samra Origins logo in Amharic for a distinctive touch.
To bring this story to life, Canadian DJ Jessu played a curated set of The Weeknd’s tracks, while the Samra Origins machine and coffee capsules helped blend taste with sound, crafting a sensory experience rooted in culture and creativity.
Viewers were also guided to Amazon.ca where they could purchase the Samra Origins Vertuo Pop+ machine before it was available on Nespresso's direct channels — a strategic rollout that highlighted Amazon as a key retail partner.