Starbucks has never just been a coffee shop. It has always stood for so much more than that. It's a place to converse with someone, to catch up with a friend or make a new one, to make a business deal, to read the newspaper.
So for Starbucks first ever global brand campaign, we decided to document and show the face to face connections that happen in stores all around the world in a single day. What we found was surprising, beautiful and truly inspiring. The project was filmed in a single 24-hour period in 59 Starbucks stores in 28 different countries. 39 local filmmakers from all over the world shot over 220 hours of footage in places like Rio de Janeiro, Bogota, New York City, Singapore, Mumbai, Toronto, Paris, Berlin and Istanbul.
Proving that Good things happen when we get together.
The campaign was made up of a full interactive experience housed on YouTube that allowed users to dive deep into a fly-on-the-wall film documentary. The mini documentary films were also shared online. Broadcast, OOH and digital paid media also drove users to the experience.
We achieved more than 55.5 million media impressions in 7 days. Over 3 million video views. Over 26,000 hours of footage watched.
We partnered with Youtube to create the interactive documentary. The experience was embedded within the YouTube framework but allowed users to view in many different ways.
Below are the mini documentary films that we created to be embedded within the overall interactive experience. Global stories that we actually sourced through the local Starbucks stores themselves and with a team of geo specific film teams we captured the wonderful stories that will make you cry, make you laugh, make you realize that so many incredible moments happen in any given Starbucks at any given time.
Below is the film that acted as the base for the interactive documentary, you will see within this teasers for the mini docs above and how combined they truly do show how good things happen when get together.
