The Blend 37 Challenge
DM sample pack
When his co-driver didn’t show up, Didier Cambreson refused to withdraw and simply completed the 1937 Le Mans single-handed. Driving car number 37, and pausing only for coffee breaks, he finished an impressive 37th. So Nescafe named a coffee in his honour. We mined this rich territory by designing the Blend 37 Challenge. Readers of the ad were directed to a microsite where they could play an online driving game. The fastest drivers won a day out at Silverstone. Every entrant got a free sample of the coffee. So everyone was a winner.