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Starbucks launches first global brand campaign

29 September 2014
Starbucks launches first global brand campaign

Coffee giant Starbucks is launching its first global brand campaign under the strapline “Meet me at Starbucks”.

The campaign, created by agency 72andSunny, features a mini-documentary shot in 59 different stores in 28 countries, using 39 local filmmakers, 10 local photographers and one director.

The full project was shot over a 24-hour period and features a wide variety of different people and their stories visiting the drinks chain including an elderly couple, a hearing-impaired group, business meetings and reunions.

A Starbucks spokeswoman said that the campaign is based around the idea that there are so many easy ways to be connected thanks to technology but “we’re not really connected unless we’re face to face.”

A 60-second snap-shot version of the documentary will start airing today in the US, and Starbucks could potentially take TV spots in certain markets. The campaign will also include display ads and social media efforts.

Viewers on YouTube will also be prompted during the video to watch mini documentaries about some of the subjects.

The cities featured in the campaign include New York, Singapore, Beijing, Mumbai and Berlin.

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Laura Bracher, London


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