Projects with Starbucks' Hometown Marketing, Studio and brand teams have presented opportunities to tackle diverse goals and tell the Starbuck's story through different lenses.
For more than 20 years, Starbucks' Hot Java Cool Jazz program has supported local high school jazz through a unique opportunity. Five bands are selected by a juried competition to perform at the Paramount Theatre with all proceeds donated back to the school programs. To celebrate Starbucks' commitment and the accomplishments of the young musicians, we created a series of interconnected vignettes to be presented during the Paramount show, on the Starbucks Channel and across Starbucks' social media.
IDEATION, CONTENT STRATEGY, CONCEPT DEVELOPMENT, BRAND MESSAGING, SCRIPT DEVELOPMENT, PRODUCTION MANAGEMENT
Vignette 2/5
Vignette 1/Intro
After filming of the series wrapped up, a few seniors asked if they could say thank you to their band directors. We set them up with a camera in an empty studio and left them to share their thoughts. Being alone, they were able to put into words the things they felt but had never been able to say to the adults who had been a daily part of their lives for 4 or more years. The power of these relationships and the role of music is both intensely personal and also universal. Our thanks to them for their honesty and openness and best wishes as they go out into world.
As Starbucks' Reserve and Roastery concepts grow and expand internationally, the internal team sought outside help sharpening the brand principles and story to support its growth.
DISCOVERY, WORKSHOPS, AUDIENCE PERSONAS, BRAND PRINCIPLES, BRAND NARRATIVE