7-ElevenInternational Coffee Day
- Art Direction
- Copy
The only way to make anyone care about International Coffee Day is to attach it to something people already care about.
We had 48 hours. Fortunately, Australia's biggest game was the night before; the AFL Grand Final and Collingwood, the club half the country loves and the other half can't stand, were playing.
So we took a gamble on the winner before it even happened and took Collingwood’s club song and changed one word.
Written and approved before the game, live across the city.
And of course we had a back up in-case the opposition won, luckily it never saw the light of day
Alternate idea
An idea I equally cherished focused on celebrating the diverse ways Australians enjoy coffee through engaging out-of-home ads.
Recognising that International Coffee Day might not be widely celebrated, we aimed to connect with a wide demographic and a mutual love for coffee, leaning on playful headlines that reflect varied coffee rituals and references.
