Bonnier News Brand Studio

The next generation coffee experience


How to…

Use virtual reality to create a story experience about coffee roaster Löfbergs’ ambition for supporting their Colombian farmers.


We set out to tell the stories of two young farmers, Emilio and Ana-Maria, who live high up in the mountains outside of Medellin, Colombia. A team from Bonnier News Brand Studio, Löfbergs and Vobling travelled across the globe to produce a film with VR-equipment on the mountain peaks. The result – “The Next Generation Coffee Experience” – is a unique and mind-blowing campaign, hence only a few have created this kind of commercial story experience before. This was also the first sponsored experience in Dagens Nyheter’s VR-application, and part of a total campaign with long read native on Dagens Nyheter’s site and live events in Almedalen.

In a nutshell

We wanted to raise knowledge about coffee, it’s journey from plant to cup and the everyday life of young farmers. But this VR-experience did more than that. It has all the components of a winner: impact, increase of revenue and innovation by using new technology. But above all, this concept adds an enhanced experience to the editorial content of the DN VR-application.


“Best Branded Content Project” – WAN-IFRA’s European Digital Media Awards, 2018.

”Best Use of Native Advertising in Virtual or Augmented Reality” – Native Advertising Awards in Berlin, 2018.


“Together with Löfberg’s team, we travelled to a breathtaking mountain landscape in Columbia, where no other coffee buyer from Europe has set foot before. Emilio and Ana-Maria gave us insight about how climate change deteriorated the conditions for coffee farmers and what Löfbergs does to help them. VR made it possible for the readers to experience the whole picture – which set the core for an incredibly strong campaign.”

Victoria Lagercrantz, Editor, Bonnier News Brand Studio

 “In our collaboration with Löfbergs and Vobling we really challenged ourselves and literally created something new. The Next Generation Coffee Experience is our first commercial VR experience. We like it and we’re quite proud of it. To succeed in a project like this one you need a client with a lot of courage, excellent communication and above all – trust between all parties.”

Ronnie Johansson, Creative, Bonnier News Brand Studio

“The Bonnier teams hard work and creativity has favoured us, our business and the next generation of coffee farmers. The latter being even more important since it’s a prerequisite for us being able to enjoy a good cup of coffee in the future.”

Anders Thorén, PR Manager, Löfbergs Lila