My Starbucks Is • J : Tenkely

Starbucks

"My Starbucks Is"

"My Starbucks Is" Campaign

Starbucks Coffee
"My Starbucks Is" Brand Campaign

Client: Starbucks Coffee
Role: Creative Director

Starbucks is synonymous with coffee, but in North America, 51% of people going to Starbucks Cafés weren’t buying Starbucks packaged coffee to brew at home. They were forgetting they loved the brand when in the grocery aisle. Our goal was to create an emotional bridge between the Starbucks café experience and coffee moments at home to help consumers connect the dots.

The Process

My team and I started to explore what other experiences had two locations. Experiences like having a beer at a bar vs. at home. Eating a steak at a steakhouse vs. cooking one up at home. It was in describing what those moments are like at home that we landed on our idea. For every moment you have enjoyed coffee at a Starbucks, there could be a parallel moment at home and everyone's moment is as unique as their order. Whether it's where you go to catch up with a friend for a book club or where you go to just do some people watching, everyone has a My Starbucks moment.

We put a creative twist on the reasons people go to Starbucks and used them to tell a story in both print and on television connecting the affinity for the brand in the cafés to people's lives at home. Over the span of 4 days, we captured both stills and video to tell the story in multiple ways.