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While working on the campaign for Procter & Gamble’s Millstone whole-bean coffee, D’Arcy Masius Benton & Bowles acd Jon Mindell relied on the product.
Mindell said he and art director Joe Toto tried 20 of Millstone’s 60 varieties before coming up with the idea that drinking Millstone is a “transforming experience.”
The estimated $15-20 million print, radio and TV effort from D’Arcy, New York, broke last week. The 30-second TV spot shows a mug morphing into scenes of ships, mountain climbing and nighttime.
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