Hasta La Creative!

Starbucks is launching its first brand campaign, and it’s doing it ambitiously.

For the global campaign, called “Meet me at Starbucks,” the coffee giant isn’t focusing on products like it normally does in its ads. Rather, it’s focusing on the brand by chronicling a day in the life of Starbucks through a mini-documentary, shot in 59 different stores in 28 countries, using 39 local filmmakers, 10 local photographers and one director coordinating it all at 72andSunny, the agency responsible for the work. Each part of the ambitious project was shot in the same 24-hour period, producing 220 hours of footage, and features various subjects — from a hearing-impaired group meeting, to a group of women discussing scrapbooking, to elderly couples to teenage friends — going about their business at Starbucks.

Starbucks spokeswoman Linda Mills said the campaign stems from the idea that there are so many easy ways to be connected thanks to technology, but “we’re not really connected unless we’re face to face.” Three spots that launched recently, created by Omnicom’s BBDO, were the precursor to 72andSunny’s work and help illustrate that point., she said.

Continue reading at AdAge.com