Starbucks.
Hello, Again.
The Starbucks Coffee Company wanted to reintroduce themselves, & get back to some of the things that made them iconic in the first place.
In a series of films, we brought the things that Starbucks used to be known for back to the forefront— things like handwritten notes, an emphasis on craft coffee, & encouragement to trade to-go cups for a ceramic mug to stay in the cafe for awhile.
Each of these small actions, added up to a lot of brand love & reminded customers of what set Starbucks apart originally.
These films are music driven, and are paired with iconic, familiar songs that speak to our product features. We even shot on film to emphasize that down to the details in our campaign, we like things hand-crafted.
THE DETAILS
-
THE FILMS:
“Hello Again”
Our anthemic reintroduction of the brand played on Super Bowl Sunday. AC/DC’s Thunderstruck left audiences feeling the energy from the commercial, in the same way that they’d feel a jolt from their favorite caffeine shot.
Immediately after, Starbucks announced that there’d be free brewed coffee for customer’s to help them through the post-game fatigue.
“Not my Name”
The popular song by The Ting Tings is a tongue-in-cheek reference to Starbucks getting people’s names wrong, but also a reintroduction. This isn’t just “Starbucks” anymore, it’s “The Starbucks Coffee Company.”
“Iced Lavender Matcha” is for all the Matcha fans. It’s fun, playful, full of vibrancy & spring energy. Melting away any winter chill.
“10 Shakes” is the number of times that every Iced Shaken Espresso is shaken. A metric of care that every barista follows as they craft the drink just for you.“Stay Awhile”
This film extends Starbucks invitation to welcome guests into the store to lounge. Willy Nelson’s Stay Awhile plays while customers can be seen spending their time in the cafe enjoying free refills. -
Senior Art Director.
With my team, I developed pitch-winning work & established a new look & feel that Starbucks continues to follow.
Crafted & revised the films that went into production. Concepted the end sequence with the cups & logo inching closer to camera for the anthem film. -
“Not My Name”
“10 Shakes”
“Iced Lavender Matcha”
“Stay Awhile
OOH
