The task was to design a campaign strategy that addresses a social issue within the F&B industry, aligning the brand’s values with a meaningful cause. We chose to tackle the critical topic of enthusiastic consent, drawing a parallel between consent in personal interactions and everyday coffee preferences.
Using bold, thought-provoking messaging, the campaign leverages the shock factor to make audiences pause, reflect, and engage in conversations about consent. Just as coffee orders require clear and specific preferences, consent in relationships should be equally explicit and enthusiastic.
Strategy
Multi-Touch Experience: Implementing the campaign across social media, in-store activations, and digital platforms to ensure widespread visibility.
Impactful Messaging: Using direct, attention-grabbing copy to provoke thought and spark conversations, reinforcing the idea that "just like your coffee, consent should be clear and enthusiastic.
Audience Engagement: Encouraging open discussions through interactive social media content, AR filter, and in-store educational materials.
Team - Shivani Bhagwat, Pankhuri Joshi, Surabhi Khare
