The biggest name in coffee didn’t need to go with hashtags or cross-brand promotions today: it had an interactive mini-documentary by 72andSunny up its over-caffeinated sleeve.
The purpose of the spot is to recast Starbucks as a sort of offline social networking platform by visiting locations around the world and observing the people who frequent them.
It’s compelling.
It’s also very similar, conceptually, to the 2010 film Life in a Day: all filmed in different spots around the world during a single 24-hour period.
Shorter spots and credits below.
However cynical the viewer may be, we like the campaign’s illustration of the variety one finds at Starbucks’ various international locations. These characters run the gamut from babies to kids to Japanese punk bands, new parents, biker grandmas and scrapbook enthusiasts. It’s an entire life-cycle, really.
The shorter versions are compelling as well — they’re like collections of deleted scenes:
We’ve never personally felt compelled to spend any extended period inside a given Starbucks location — but the team behind these spots somehow managed to make even the midtown Manhattan location look pleasant.
CREDITS
Agency: 72andSunny
Glenn Cole, Chief Creative Officer
John Boiler, CEO
Grant Holland, Group Creative Director
Chiyong Jones, CD/CW
Gui Borchert, CD/Designer
Jc Abbruzzi , Lead Writer
Warren Frost, Lead Designer
Martin Schubert, Jr. Writer
Natalie Viklund, Jr. Designer
Aaron Tourtellot, Jr. Designer
Matt Swenson, Creative Technologist
Matt Jarvis, Chief Strategy Officer
Kelly Schoeffel, Co-Head of Strategy
Elisha Greenwell, Strategy Director
Chris Kay, Managing Director, LA
Josh Jefferis, Brand Director
Celeste Hubbard, Brand Manager
Alex Belliveau, Brand Coordinator
Tom Dunlap, Chief Production Officer
Sam Baerwald, Director of Film Production
Dominique Anzano, Calleen Colburn, Ellen Pot, Sr. Film Producers
Peter Williams, Film Producer
Heather Wischmann, Director of Interactive Production
Ruben Barton, Sr. Interactive Producer
Adrienne Alexander, Interactive Producer
Jason Heinz, Sr. Analyst
Melissa Bell, UX Design Director
Chip Davis, UX Designer
Michelle McKinney, Business Affairs Director
Christina Rust, Business Affairs Manager
Jesse Sinkiewicz, Business Affairs Coordinator
Production Company: m ss ng p eces, in collaboration with Co.MISSION Content
Josh Nussbaum, Director
Kate Oppenheim, Ari Kuschnir, Brian Latt, Executive Producers
Dave Saltzman, Head of Production
Mike Prall, Producer
Harrison Winter, Co.MISSION Content Group EP / CEO
Kris L. Young, Co.MISSION Content Group President
Ideas United
David Roemer, CEO
Tammi Montier, Business Development
Aaron Azpiazu, Partner Manager
Editorial: Cut & Run, Los Angeles
Michelle Eskin, Managing Director
Carr Schilling, Executive Producer
Remy Foxx, Post Producer
Lucas Eskin, Stephen Berger, Isaac Chen, Sean Stender, Kendra Juul, Editors
Brian Meagher, Christopher Malcolm Kasper, Assistant Editors
Editorial: 72andSunny Studio
John Keaney, Director of Operations
Nick Gartner, Editor
Becca Purice, Producer
VFX: Jogger
David Parker, Creative Director
Matthew Lydecker, Artist
Megan Kennedy, Producer
Liz Lydecker, Sr. Producer
Telecine: CO3
Sean Coleman, Colorist
Mix: Play Studios
John Bolen, Ryan Sturup, Mixers
Lauren Cascio, Executive Producer
Music
Keith Kenniff, Unseen Music
Jóhann Jóhannsson
Youth Faire
Andrew Simple
Interactive: Stopp/Family
CEO/Executive Producer: Fredrik Frizell
Executive Producer: Eric Shamlin
Producer: Callan Koenig
Creative Director: Zachary Richter
Associate Creative Director: Abe Cortes
Junior Designer: April DiMartile
UX: Wai Shun Yeong
Junior UX: I.K Olumu
Technical Director: Ola Björling
Backend Developer: Mattias Hedman
Frontend Developer: Jin Kim
Subtitle Developer: Brian Hodge