This campaign idea is to use a pathos/ethos approach to establish Starbucks in a new market by promoting how Starbucks brings people together and makes life better. The coffee bean was chosen to represent two units brought together, as well as it relating to Starbucks being a coffee company. Each ad connects to Starbucks' mission “to inspire and nurture the human spirit - one person, one cup, one neighbourhood at a time” by showing different situations where people come together with Starbucks.
The illustration style makes use of Starbucks’ more minimalist cartoon illustration style on the abstract end of their illustration spectrum. Colours and typography adhere to Starbucks' brand guidelines. Minimal text was used to let the image communicate the message.
Different advertising mediums were chosen to increase exposure through variety. While each ad can be used in each medium, the ads were stategically placed to have a work-related ad on a transit route, encourage personal interaction from a phone, relate to a romantic side in a women’s magazine, and show exotic parts of the world coming together while driving down the same old road.
