Creative Director
Starbucks Global Campaign
Creative
Integrated Marketing
Background
We created Starbucks's first global brand campaign to answer the question: If you went to any Starbucks, anywhere around the world, on any given day, what would you find?
As a result of rapid expansion, Starbucks was experiencing market saturation and slowing same store sales. Meanwhile their marketing had been exclusively focused on new products and retail promotions, which competitors were copying. So we went back to their roots to remind people that Starbucks was about more than just coffee, it was about bringing people together for meaningful connections. Introducing Meet Me at Starbucks, the first global campaign for the coffee brand that aimed to inspire, support, and celebrate all the good things that happen when people get together at Starbucks.
Meet Me at Starbucks
Meet Me at Starbucks
53 cinematographers. 28 countries. 24 hours. Millions of moments proving that good things happen when you get together at Starbucks.
We launched our global campaign with a New York Times feature on International Coffee Day where we premiered our interactive documentary with a custom experience on YouTube. The documentary captured footage of all the amazing connections, big and small, that happened at Starbucks around the world in the course of an ordinary day. We turned that footage into a 24 minute documentary film that viewers could interact with, TV commercials that highlighted some of the best moments, social media content that invited customers to join in, and billboards that featured real people in real moments. It was a celebration of universal human themes that transcended cultures. But above all, it was an invitation for people to meet at Starbucks for quality face-to-face time.
Mini Docs
Mini Docs
In addition to the hundreds of micro moments, we also captured longer-form stories we turned into mini docs.
From a deaf girl finding her community in a new city to a biker gang that uses Starbucks as the beginning and end of their weekly rides, we showed the deeper roles that Starbucks played in some customers' lives.
Results
Results
Throughout the year, the Meet Me at Starbucks platform allowed Starbucks to invite people in for special celebrations of cultural moments like Valentine's Day and launch its iconic red cups for the holidays.
The campaign and platform were a huge success. Same store sales rose 9% and traffic increased 4%. By the end of a full year, revenue jumped 18%.
More Work
More Work
Creative Director
Starbucks Global Campaign
Creative
Integrated Marketing
Background
We created Starbucks's first global brand campaign to answer the question: If you went to any Starbucks, anywhere around the world, on any given day, what would you find?
As a result of rapid expansion, Starbucks was experiencing market saturation and slowing same store sales. Meanwhile their marketing had been exclusively focused on new products and retail promotions, which competitors were copying. So we went back to their roots to remind people that Starbucks was about more than just coffee, it was about bringing people together for meaningful connections. Introducing Meet Me at Starbucks, the first global campaign for the coffee brand that aimed to inspire, support, and celebrate all the good things that happen when people get together at Starbucks.
Meet Me at Starbucks
53 cinematographers. 28 countries. 24 hours. Millions of moments proving that good things happen when you get together at Starbucks.
We launched our global campaign with a New York Times feature on International Coffee Day where we premiered our interactive documentary with a custom experience on YouTube. The documentary captured footage of all the amazing connections, big and small, that happened at Starbucks around the world in the course of an ordinary day. We turned that footage into a 24 minute documentary film that viewers could interact with, TV commercials that highlighted some of the best moments, social media content that invited customers to join in, and billboards that featured real people in real moments. It was a celebration of universal human themes that transcended cultures. But above all, it was an invitation for people to meet at Starbucks for quality face-to-face time.
Mini Docs
In addition to the hundreds of micro moments, we also captured longer-form stories we turned into mini docs.
From a deaf girl finding her community in a new city to a biker gang that uses Starbucks as the beginning and end of their weekly rides, we showed the deeper roles that Starbucks played in some customers' lives.
Results
Throughout the year, the Meet Me at Starbucks platform allowed Starbucks to invite people in for special celebrations of cultural moments like Valentine's Day and launch its iconic red cups for the holidays.
The campaign and platform were a huge success. Same store sales rose 9% and traffic increased 4%. By the end of a full year, revenue jumped 18%.
More Work
Creative Director
Starbucks Global Campaign
Creative
Integrated Marketing
Background
We created Starbucks's first global brand campaign to answer the question: If you went to any Starbucks, anywhere around the world, on any given day, what would you find?
As a result of rapid expansion, Starbucks was experiencing market saturation and slowing same store sales. Meanwhile their marketing had been exclusively focused on new products and retail promotions, which competitors were copying. So we went back to their roots to remind people that Starbucks was about more than just coffee, it was about bringing people together for meaningful connections. Introducing Meet Me at Starbucks, the first global campaign for the coffee brand that aimed to inspire, support, and celebrate all the good things that happen when people get together at Starbucks.
Meet Me at Starbucks
53 cinematographers. 28 countries. 24 hours. Millions of moments proving that good things happen when you get together at Starbucks.
We launched our global campaign with a New York Times feature on International Coffee Day where we premiered our interactive documentary with a custom experience on YouTube. The documentary captured footage of all the amazing connections, big and small, that happened at Starbucks around the world in the course of an ordinary day. We turned that footage into a 24 minute documentary film that viewers could interact with, TV commercials that highlighted some of the best moments, social media content that invited customers to join in, and billboards that featured real people in real moments. It was a celebration of universal human themes that transcended cultures. But above all, it was an invitation for people to meet at Starbucks for quality face-to-face time.
Mini Docs
In addition to the hundreds of micro moments, we also captured longer-form stories we turned into mini docs.
From a deaf girl finding her community in a new city to a biker gang that uses Starbucks as the beginning and end of their weekly rides, we showed the deeper roles that Starbucks played in some customers' lives.
Results
Throughout the year, the Meet Me at Starbucks platform allowed Starbucks to invite people in for special celebrations of cultural moments like Valentine's Day and launch its iconic red cups for the holidays.
The campaign and platform were a huge success. Same store sales rose 9% and traffic increased 4%. By the end of a full year, revenue jumped 18%.
More Work