STARBUCKS BRAND CAMPAIGN, CANADIAN MARKET

The problem we needed to solve: Starbucks has big competition in Canada, and is not the coffee leader. To increase awareness, inspire routine visits, and build brand love, we created Starbucks first brand campaign in that country, positioning Starbucks key differentiators—the coffee beverages and the warm, inviting coffeehouses. No one lingers at Tim Hortons. Photos were taken of actual stores, featuring local talent. While on the shoots, I took inspiration from the setting to craft stories about the importance of a welcoming coffeehouse in customers’ daily lives.

The concept below appeared on a painted wall at a bustling intersection in Toronto. It turned heads, and as far as I know didn’t cause accidents.

The radio for this campaign conveyed the benefit of Starbucks as a community gathering spot, and aired nationally. We recorded at Pirate Radio, casting Canadian talent and actual baristas.

“To Go'“ Radio

“Novelist” Radio