Encapsulate 50 years of iconic coffee culture for a brand that doesn’t do “brand.”
In 2021, Starbucks turned 50. Wild, right?
So for the first time in over a decade, instead of talking about a new seasonal beverage, we decided to talk about ourselves as Starbucks.
In a series of TVCs (along with social, digital, and influencer campaign arms), we looked forward — unpacking the brand’s present and future by asking the question that started American coffee culture as we know it: “what’s possible?”
We launched the campaign during the Summer 2021 Olympics with spots that showcased our longstanding commitments to community (via our Feeding America partnership) and people (via our free college tuition program for baristas).
As a whole, the campaign boiled down the brand’s purpose: connecting people over coffee.
Production note: Authenticity was key, so for both campaign pieces we used real baristas, farmers, families, couples, and customers.
Creative Direction | Concept | Copy | Video
50th Director: Arturo Perez Jr.
Olympics Director: Floyd Russ