Iris has launched its ultimate marketing campaign for Starbucks: “Each desk has a narrative” taking inspiration from a post-pandemic world the place versatile working has proved more and more common.
Starbucks positions itself as an inclusive “third place”, the place everyone seems to be welcome to gas their passions and work on their facet hustles.
The 60-second movie follows Kay’s story, an inspiring inventive entrepreneur hoping to launch her personal enterprise efficiently.
It opens with Kay strolling over to her typical spot in a Starbucks cafe. Shifting piano music accompanies a montage of Kay scribbling in sketch books, taking telephone calls and designing prints on her laptop computer, all from a desk at Starbucks.
She takes a second to clarify to a Starbucks worker what she’s engaged on as he hovers, fascinated, over the work she is creating.
The spot takes viewers by way of the highs and lows of her enterprise enterprise, as she receives rejection after rejection, till it looks as if she has given up.
Sooner or later viewers can hear a Starbucks worker shout Kay’s title so she will choose up her order as soon as once more. Kay returns to her typical desk and opens {a magazine} the place she is the topic of a two-page unfold headlined: “One to observe”.
The marketing campaign was directed by Nicolas Jack Davies by way of Sweetshop, written by Isabel Albarran and artwork directed by Hector Ojea Pereiro.
It should additionally seem as 30-second and 20-second adverts, operating throughout cinema, BVOD, on-line video, socials and owned channels, together with in-store.
Media planning and shopping for was dealt with by Havas Media.
Eli Vasiliou, group inventive director at Iris, commented on the brand new marketing campaign: “Starbucks’ mission is to encourage and nurture the human spirit, one particular person, one cup and one neighbourhood at a time.
“The work we’ve created during the last 5 years has introduced that means to this ambition. This marketing campaign isn’t any exception. At each desk, in each retailer, actual life is enjoying out.”
Vasiliou added: “Via a cinematic lens, we’ve instructed the small however highly effective story of 1 inspirational girl, abandoning a legacy that demonstrates the emotional punch of inventive storytelling.”
