Spring Campaign
The Starbucks Spring campaign creative direction centered around the key customer takeaway “A stop at Starbucks brightens my mood. It’s like the sun break I need on a cloudy day.” The brief highlighted emotional well-being as a key differentiator for the season as customers sought out ways to feel uplifted amidst unpredictable weather. There was also a need to highlight two new products — Pineapple Matcha Drink and Golden Ginger Drink.
In order to transition from the colder Winter months, the Spring campaign creative direction leaned into a sense of renewed optimism and hopeful anticipation, building excitement for the Summer to come. The centering line of the campaign was “That Blue Sky Feeling” and visually leaned into elements that felt energetic, atmospheric, bold and carefree. Grainy, hazy photos and textures contrasted with sharp graphic elements to create an easygoing vibe. The color palette took traditional “Spring” colors and layered them with an unexpected twist — an asphalt-gray and slime-green.
In order to transition from the colder Winter months, the Spring campaign creative direction leaned into a sense of renewed optimism and hopeful anticipation, building excitement for the Summer to come. The centering line of the campaign was “That Blue Sky Feeling” and visually leaned into elements that felt energetic, atmospheric, bold and carefree. Grainy, hazy photos and textures contrasted with sharp graphic elements to create an easygoing vibe. The color palette took traditional “Spring” colors and layered them with an unexpected twist — an asphalt-gray and slime-green.
The campaign creative expression was used to influence print and digital ads, promotional materials, newsletters and social media posts. A 15-second film advertising the new coconutmilk drinks was created and featured sensorial and abstract imagery of the drinks being made, starting from a powder form that combined artfully with coconutmilk to become the finished product.
Unfortunately, this film was set to launch at the beginning of the COVID-19 pandemic and was canceled as a result. Because it did not publicly launch, footage can’t be shared at this time. However, the work went on to define how the brand shoots and concepts around products and ingredients in the future.
If you’d like to learn more about the film creation process, please reach out!
Unfortunately, this film was set to launch at the beginning of the COVID-19 pandemic and was canceled as a result. Because it did not publicly launch, footage can’t be shared at this time. However, the work went on to define how the brand shoots and concepts around products and ingredients in the future.
If you’d like to learn more about the film creation process, please reach out!
