We, and our partners, use cookies to deliver our services. By using our website you agree to the use of cookies as described in our Privacy Policy.

Okay
Cups of Kindness

Following the Unicorn Frappuccino phenomenon, Starbucks found itself in the shadow of its own success. The barrage of Starbucks inspired ‘unicorn selfies’ overshadowed our hard fought reputation as a brand with purpose. To remedy this, we launched Cups of Kindness, a week-long promotion in partnership with Lady Gaga’s Born This Way Foundation—supporting youth empowerment and wellness. The core message: “be kind”, put our brand’s purpose as a center of the work. The creative produced was up-leveled and unexpected, and it offered our audience a more meaningful way to participate in the Instagramable drink trend.

Project Roles
Creative Director
Company
Starbucks Coffee Company
Skills
Creative Direction, Creative Strategy
Media
Social Media Content
Project Industries
Beverage, Restaurant, Retail
Cups of Kindness