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Maxwell House – The Honest Hero In China’s Coffee Culture



The rise of café culture in recent years has propelled the social status of coffee so much that it has become a lifestyle accessory associated with sophistication, style and even fashion. And it is even more prominent in Asia where social media is often flooded with endless selfies with their coffee cups and pouty lips.

Mr Latte_Hi-Rez Still 03



Maxwell House is aiming to break with the perception that over-the-top fancy coffee is the only way to go. In collaboration with its creative partner W+K Shanghai, the brand made a bold move to show that “Good Coffee Can Actually Be Simple” with this very first major brand campaign in the Chinese market.

W+K Shanghai and London based production house Shotopop opted for a simple but fresh and unseen execution of the re-launch. With the help of animation and paper craft a “tangible” world was created. The world of the two protagonist characters and “Anti-Heroes” Mr. Latte and Mrs. Cappuccino. Both characters embody the current state of café culture by pulling off over-the-top mannerisms and attitudes.





In this commercial Mr. Latte, a rather bold, pretentious and self-obsessed character with Elvis-like hair, takes the lead while combing his foam with a whisk.

Maxwell House joins the stage as the fresh and honest voice by literally smashing the current coffee-microcosm with a cup of Maxwell House coffee. With this rather bold but light-hearted move Maxwell House wants to underline that it is okay to have a good cup of instant coffee once in a while. By making use of paper craft and animation the Maxwell House message could be delivered in a humoristic, cheeky and fun way.

The second 15sec commercial starring character Mrs. Cappuccino will be launched in the coming weeks.


  • 客户:麦斯威尔咖啡
  • 执行创意总监:Yang Yeo
  • 创意总监:Vivian Yong / Azsa West
  • 文案:Max Pilwat / Marc Garreta / Aier Xu
  • 美术指导: Max Pilwat / Marc Garreta / Sui Yao
  • 设计师:Juni Hsu / Wendy Yu
  • 产品整合总监:Angie Wong
  • 广告公司剪辑师:Hiro Ikematsu
  • 制片公司:Amanacliq亚洲
  • 执行制片人:Jaslyn Loh
  • 制片人:Edie Zhang / Alvin Tan
  • 动画制作公司:Shotopop Animation
  • 导演:Richard Payne
  • 设计总监:Carin Standford
  • 制片人:Casper Franken
  • 角色设计Michael Crozier
  • 3D动画制作: Beata Ujj
  • 3D建模:Craig Minchington
  • 人物设定:Rafael Jiménez
  • 平明动画设计师:Dipankar Sengupta
  • 合成:Richard Payne


  • Client Name: Maxwell House
  • Executive Creative Directors: Yang Yeo
  • Creative Director: Vivian Yong / Azsa West
  • Copywriters: Max Pilwat / Marc Garreta / Aier Xu
  • Art Director: Max Pilwat / Marc Garreta / Sui Yao
  • Designer: Juni Hsu / Wendy Yu
  • Director of Integrated Production: Angie Wong
  • Agency Editor: Hiro Ikematsu
  • PRODUCTION COMPANY: Amanacliq Asia
  • Executive Producer: Jaslyn Loh
  • Producer: Edie Zhang / Alvin Tan
  • ANIMATION STUDIO: Shotopop Animation
  • Director: Richard Payne
  • Design Director: Carin Standford
  • Producer: Casper Franken
  • Character Designer: Michael Crozier
  • 3D Animator: Beata Ujj
  • 3D Modelling: Craig Minchington
  • Character Rigging: Rafael Jiménez
  • 2D Animator: Dipankar Sengupta
  • Compositing: Richard Payne

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