THE BIG PICTURE by BBDO New York for Starbucks

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THE BIG PICTURE

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Industry Cafe
Media Promo & PR, Case study
Market United States
Agency BBDO New York
Editor Steve Gandolfi
Released April 2010

Awards

One Show 2011
One Show Entertainment Events and Installations Merit

Credits & Description

Category: Best Localisation Campaign
Advertiser: STARBUCKS
Product/Service: STARBUCKS
Agency: BBDO NEW YORK
Date of First Appearance: Apr 13 2010 12:00AM
Entrant Company: BBDO NEW YORK, USA
Entry URL: http://www.starbucks.com/TheBigPicture
Chief Creative Officer: David Lubars (BBDO New York)
Senior Creative Director: Linda Honan (BBDO New York)
Art Directors: Kim Haxton/Stuart Matz (BBDO New York)
Director of Integrated Production: Brian DiLorenzo (BBDO New York)
Content Producer: Nicholas Gaul (BBDO New York)
Director of Music/Radio Production: Rani Vaz (BBDO New York)
Production Company: (Park Pictures)
Director/Director of Photography: Lance Acord (Park Pictures)
Executive Producer: Jackie Kelman Bisbee (Park Pictures)
Line Producer: Caroline Kousidonis (Park Pictures)
Production Designer: Clem Price Thomas (Park Pictures)
Editing House: (Cut + Run)
Editor: Steve Gandolfi (Cut + Run)
Visual Effects Company/Online/Conform: (Method Studios)
Colour Grading: Stefan Sonnenfeld (Company 3)
Media placement: Event - New York City - 18 March 2010
Media placement: :60 Spot - Www.starbucks.com/TheBigPicture - 9 April 2010
Media placement: :60 Spot - Network TV (Morning Shows), MSNBC - 13 April 2010
Media placement: Impact Widget - Www.starbucks.com/TheBigPicture - 18 March 2010
Results and Effectiveness
The campaign has been extremely successful in driving over one million people to bring a reusable mug into Starbucks on April 15th. On Facebook, 790,000 fans participated from around the world. And on Starbucks.com, thousands of people have pledged to switch from paper cups to reusable mugs, saving an estimated 10,000 trees per year.
Creative Execution
On March 18 – 19, in New York, we created a massive event where thousands of people traded in their paper cups for reusable mugs. Artists used the individual cups to create a mosaic image of a sequoia tree. The image was symbolic of the larger impact we can have if we all do our part.The event was documented, creating a 60" television spot that encouraged people all over the country to bring a reusable mug into Starbucks on April 15th and receive a free cup of coffee.The film was then posted to YouTube, Starbucks’ Facebook page, and the Starbucks website, where people were invited to calculate their daily impact, and encouraged to take the pledge to switch to a reusable mug.
Insights, Strategy & the Idea
Being environmentally conscious can sometimes seem overwhelming. For Starbucks’ Green Initiative, our goal was to show that if everyone made one small change, we could in fact change the world.