Nespresso has made real people and emotional moments the core element of its first-ever Australian advertising campaign, “Nespresso Coffee Moments.” The marketing effort, realized by via McCann Australia (creative) and Weber Shandwick (integrated), is infused with a big dose of sentimentalism as it explores the intimate connections between the consumer and coffee, revealed through visuals and video.

Earlier this year, the coffee brand called its Nespresso Australian Club Members to become the faces of the campaign. Participants were asked to send in their photos along with the description of why they are so deeply connected with the brand on the emotional level. Five of the entrants, two men and three women, have been selected to front the new campaign that launches out today, September 2.

The winners were invited for a photo session led by renowned photographer Gary Heery, who captured iconic figures of modern culture, pop stars to artists including Madonna and Andy Warhol. Known for his “everyday people” creative style, for Nespresso he developed a series of emotive photos with the Club Members that are vibrating with authenticity. The final works feature a quote from each of the five real-life Nespresso fans, who share their passion towards the brand. While meant to render ultimate love and loyalty for the product, the phrases unfortunately seem somewhat artificial and cliche-like.

The brand has also created a video, in which the loyal consumers recall moments in their lives associated with drinking Nespresso. More faces of the passionate coffee drinkers can be viewed on the campaign’s website—currently, it features 113 “Nespresso Moments” highlighting one of the 21 Grand Cru coffees. The photo wall on the site is expanding—Nespresso calls its fans to upload photos of them holding a cup of coffee to the dedicated hub. Soon, the brand will launch a competition, inviting people to enter for a chance to win a world trip and a special “indulgent moment” every day for 14 days.

Without any doubt, the most popular face of the brand’s previous promotional efforts is George Clooney. The brand is said to continue to feature the actor in its ads in Australia, too, Mumbrella reports.

Recently, McDonald’s UK created a digital wall using the “moments” shared by consumers, and Johnson’s Baby revealed a grid with tips from experienced mums to their younger “peers”.