KEEP DOING YOU

STARBUCKS EMEA

BRIEF
Launch Starbucks’ feel-good winter range with a bang (and with a focus on Gen-Z).

INSIGHT
Takeaway coffee is intrinsically linked with hustle culture. Picture someone darting across a city street on their way to a meeting, checking their watch on one hand and coffee cup in the other. But Gen-Z is the most burnt out generation, with the TikTok hashtag #quietquitting gaining hundreds of millions of views.

IDEA
The New Year arrives with a whole lot of pressure… new year’s resolutions, motivational quotes, being the ‘best you’. This year…Forget new year, new you. How about new year, you do you. This January, we're not going to tell our audience to get back to the grind. Instead, we’re going to be the most inspirational brand by inspiring exactly… nothing. Nothing but celebrating the small wins and everyday moments that happen outside of the 9-5. Whatever it is, keep doing you.

EXECUTION
Hundreds of assets across DOOH, social and digital using a tongue-in-cheek TOV and vibrant visual style to encourage our customers to simply enjoy the small stuff.

MY ROLE
Campaign art direction, Creative development, Day to day creative lead, design oversight.

*This was our first campaign as lead Creative agency, since winning the account. The clients absolutely loved that we took their brand in a bold, fresh direction and were thrilled with the results.