WWW.STARBUCKSLOVEPROJECT.COM by BBDO New York for Starbucks

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WWW.STARBUCKSLOVEPROJECT.COM

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Industry Coffee, Tea, Breakfast Drinks, Cafe
Media Design & Branding
Market United States
Agency BBDO New York
Director Chris Palmer
Art Director Alex Shulhafer
Designer Rob Seale
Editor Paul Watts
Released November 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: STARBUCKS & (RED)™
Product/Service: COFFEEHOUSE
Agency: BBDO NEW YORK
Date of First Appearance: Nov 17 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Entry URL: http://www.starbucksloveproject.com/
Chief Creative Officer: David Lubars (BBDO New York)
Group Creative Directors: David Carter / Linda Honan (BBDO New York)
Interactive Creative Director: Arturo Aranda (BBDO New York)
Art Director: Alex Shulhafer (BBDO New York)
Interactive Copywriter: Kim Mok (BBDO New York)
Designer: Rob Seale (BBDO New York)
Director of Integrated Production: Brian Dilorenzo (BBDO New York)
Director of Music / Radio Production: Rani Vaz (BBDO New York)
Head of Interactive Production: Andy Bhatt (BBDO New York)
Executive Interactive Producer: Sumeera Rasul (BBDO New York)
Agency Producer: Jesse Brihn (BBDO New York)
Production Company: (Gorgeous Enterprises)
Director: Chris Palmer (Gorgeous Enterprises)
Executive Producers: Paul Rothwell / Rupert Smythe (Gorgeous Enterprises)
Digital Production Company: (Tool Of North America)
Interactive Director: Aaron Koblin (Tool Of North America)
Executive Producers: Brian Latt / Jennifer Siegel (Tool Of North America)
Executive Producer Digital: Dustin Callif (Tool Of North America)
Music Producer: Graeme Revell (Search Party Music)
Editor: Paul Watts (The Quarry)
Media placement: Website - Internet - 17 November 2009
Media placement: Consumer Generated Love Drawings - Website - 17 November 2009
Media placement: Consumer Generated Love Videos - Website - 17 November 2009
Media placement: Love Project Music Video - Website - 17 November 2009

Describe the challenges and key objectives
Starbucks has always been about more than just coffee, so we wanted our site to reinforce the role it plays in society and draw attention to its humanitarian efforts. We also wanted consumers to interact with the brand in an entertaining and rewarding way.

Describe the brief from the client
Our website needed to cut through the clutter of the holiday season with a design and concept that would resonate with customers on a deeper level and provide them with a uniquely Starbucks experience.

Describe how you arrived at the final design
We decided to hold a worldwide sing-a-long that raised donations for the Global Fund to Fight AIDS in Africa. The site design reflected the event’s global reach and charitable spirit. The website, www.StarbucksLoveProject.com, opened with origami doves, which introduced the idea of people creating peace to share with others. The doves formed a world map that became the site centerpiece and a way to see sing-along videos. The experience also included a scrolling wall of user-created love drawings. Together, the map and love drawings displayed the overwhelming worldwide participation in the project and increased awareness for the Global Fund.

Give some indication of how successful the outcome was in the market
This project, along with our overall holiday promotion, helped generate enough money to buy more than seven million daily doses of medicine for people living with HIV in Africa. Average time spent on the site on December 7th was 5 minutes, 49 seconds. So far, total site visits are over one million, more than 19,000 Love drawings have been submitted so far, and people from 99 countries have submitted videos.